Financial services are inherently intangible and high on experience and credence qualities. In order to promote them effectively, a service provider must first identify the dimensions used by consumers to evaluate the service quality of banks prior to becoming a customer. Based on responses from...

Purpose – The purpose of this study is to focus on the feeling associated with being rejected by the preferred service brand, and its effect on consumer assessment of the alternate brand. Design/methodology/approach – The data were collected using a self‐administered questionnaire in the...