Purpose – The purpose of this paper is to advance a new conceptualization of the service encounter that highlights the role of outcome valence as a key antecedent of customer satisfaction. Design/methodology/approach – This study develops and tests a conceptual model using structural...

Purpose – The puprose of this study is to empirically test the suggestion that branding is more important for services than for physical goods and that there is a direct relationship between the level of intangibility and the importance of branding. Design/methodology/approach – An...