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Research in the field of service quality and consumer behavior has developed in many dimensions in the past decade. A number of models have been developed to de

The importance of service and service quality has been growing in the world economy since the late 1970s. Establishing new levels of sophistication and rigor, a

The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in

Traditional marketing approaches must be more effective in a digital world where consumers seek more immersive and personalized experiences. Businesses need to

Economic growth is directly impacted by a multitude of different industries; in recent years, the service industry has emerged as a significant contributor to t