Purpose: This study aims to investigate how employee and other-consumer safety compliance amid the COVID-19 outbreak influences a focal consumer’s intention to approach a service establishment. The study also examines the three-way interaction effect of employee compliance, other-consumer...

Purpose: This study aims to develop and examine a model that links the foreigner service orientation, defined as indigenous consumers’ preference for service environments popular among foreign versus local consumers, to both foreigner and local comfort in intercultural service encounters....

Purpose: This paper aims to understand the process of initiating ingredient/component (IC) branding from the supplier's perspective. It proposes modeling entrepreneurial orientation (EO) as an antecedent factor and differentiation abilities (functional and reputational) as mediators....

Drawing on literature pertaining to services marketing, branding and higher education, this study empirically identifies the antecedents of student attitude towards university brand and examines the influence of brand attitude on student participation behaviour in the university services...

Purpose: The purpose of this study is to address a timely research question by clarifying whether formal planning is a worthy approach for hotels. In so doing, the authors developed a theoretical model that extends prior research by exploring how the formal planning process influences...