D. Kaltcheva, Velitchka; Patino, Anthony; V. Laric, Michael - In: Journal of Product & Brand Management 23 (2014) 1, pp. 55-61
Purpose – The authors apply Alan P. Fiske's relational models framework to customers' engagement with service firms – specifically, they propose that customers who hold different relational models for the service firm are likely to engage with the firm in dissimilar ways, thus generating...