Journal of Services Marketing: Volume 15 Issue 5

Brand equity: is it more important in services?

Balaji C. Krishnan, Michael D. Hartline

While the brand equity associated with tangible goods has received a great deal of attention in the literature, a basic understanding of the nature of brand equity for services…

Attribute performance and customer satisfaction over time: evidence from two field studies

Vikas Mittal, Jerome M. Katrichis, Pankaj Kumar

Firms measure the importance of an attribute’s performance in determining overall satisfaction to allocate resources to optimize profitability. However, most firms assume that an…

The quality of bi‐directional service quality in dyadic service encounters

Go¨ran Svensson

Argues that the unidirectional measurement and evaluation of service quality in any specific service encounter is not enough in itself to understand the existing service quality…

Interactive selling: a dynamic framework for services

Jackie L.M. Tam, Y.H. Wong

In the 1990s and into the twenty‐first century, there has been a growing interest in understanding the development of service relationships. Trust and satisfaction have been…

E‐complaining: a content analysis of an Internet complaint forum

L. Jean Harrison‐Walker

The emergence of the Internet and its communication capabilities has given rise to a number of complaint sites that function as central forums for consumers to share their bad…