Ball, Dwayne; Coelho, Pedro S.; Vilares, Manuel J. - In: Journal of Services Marketing 20 (2006) 6, pp. 391-403
Purpose – To investigate the effect of service personalization on loyalty, and to measure some of the psychological dynamics of the process. Design/methodology/approach – Structural equation modeling. Findings – It is shown that the effect of service personalization on loyalty exists, but...