Boulding, William; Kalra, Ajay; Staelin, Richard - In: Marketing Science 18 (1999) 4, pp. 463-484
This research focuses on how consumers perceive the quality level of a complex stimulus (in our case, a service encounter) and how this perception affects consumers' overall assessment of the quality level of the firm. As such, it should be of interest to consumer behavior theorists as well as...
