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Contents: Introduction: Advances in marketing research methods / Robin Nunkoo, Viraiyan Teeroovengadum and Christian M. Ringle -- Part I: Quantitative research methods -- 1. Scale development in marketing research / Noorjahan Banon Teeluckdharry, Viraiyan Teeroovengadum and Ashley Seebaluck --...
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Purpose The study conceptualizes service quality as a second-order factor and analyzes its influence on customer satisfaction, perceived value, image, consumption emotions and customer loyalty by testing a structural equation model. Design/methodology/approach The model is tested using data...
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