Rosenbaum, Mark S.; Wong, IpKin Anthony - In: Journal of Service Management 20 (2009) 5, pp. 544-560
Purpose – The purpose of this paper is to explore how the return‐on‐marketing framework and its customer equity drivers (value, brand, and relationship) can be combined with service quality (SERVQUAL) measures to help managers develop strategies for high‐ and low‐ethnocentric...