Notwithstanding the vast scholarly contributions to the field of corporate identity and in extension, corporate visual identity, attempts to conceptualize the relationship between corporate logo – as an element of the corporate identity mix – and customer perception in a wholly service...

Service firms dependent on high technological infrastructure operate within a different service context from typical professional service firms. As a result, there is a tendency for such service firms to deviate from the existing (customer-centric) schools of service quality definition and...