Dorsch, Michael J.; Grove, Stephen J.; Darden, William R. - In: Journal of Services Marketing 14 (2000) 2, pp. 92-117
Even though service marketers are interested in influencing customer choice at the service provider level (i.e. the service brand level), the decision to patronize a particular service firm seldom occurs until after the customer decides to use a service provider in the first place. Ultimately,...
