This study utilizes unique field data from a major quick-service restaurant chain to investigate the longitudinal interplay of objective service performance, perceived service quality, and actual purchase amount in the context of an upward product line extension. Results indicate that objective...

The advent of digitization has allowed firms to collect high-frequency data - subjective and objective - to monitor their service performance. This paper proposes a methodological framework to help firms understand the value of collecting these data. We apply the framework to novel...