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dc.contributor.convenorGraham Elkinen_AU
dc.contributor.authorYeo, Adrienneen_US
dc.contributor.authorGrace, Debraen_US
dc.contributor.editorGraham Elkinen_US
dc.date.accessioned2017-05-03T12:55:12Z
dc.date.available2017-05-03T12:55:12Z
dc.date.issued2004en_US
dc.date.modified2009-01-20T06:10:42Z
dc.identifier.doi10.1108/02610150410787846en_US
dc.identifier.urihttp://hdl.handle.net/10072/2391
dc.description.abstractIn the context of services, where perceived risk and uncertainty is often high, brands play a particularly important role to consumers. However, in many cases, evaluation of the service brand cannot be truly orchestrated until the consumer has had first-hand experience with the brand. Therefore, the customer's actual experience with the service firm becomes a key issue in service brand evaluation as is clearly evidenced in Berry's (2000) Service-Branding Model. Using Berry's (2000) framework as a foundation for the theoretical model of this study we examine the effect of customer experience in service brand evaluation. Data collected from 268 self-report surveys reveals significant differences between the brand evaluations of consumers who have experienced the service brand as opposed to consumers who have not had first-hand experience with the service brand.en_US
dc.description.peerreviewedYesen_US
dc.description.publicationstatusYesen_AU
dc.format.extent43971 bytes
dc.format.mimetypeapplication/pdf
dc.languageEnglishen_US
dc.language.isoen_AU
dc.publisherANZAMen_US
dc.publisher.placeDunedin, N.Z.en_US
dc.publisher.urihttp://www.anzmac.org/conference_archive/2004/papers/Yeo1.PDFen_US
dc.relation.ispartof0en_AU
dc.relation.ispartofconferencename18th Annual Conference of the Australian and New Zealand Academy of Managementen_US
dc.relation.ispartofconferencetitle"People First - Serving Our Stakeholders"en_US
dc.relation.ispartofdatefrom2004-12-08en_US
dc.relation.ispartofdateto2004-12-11en_US
dc.relation.ispartoflocationDunedin, N.Z.en_US
dc.subject.fieldofresearchcode350204en_US
dc.titleExamining the effect of customer experience on service brand evaluationen_US
dc.typeConference outputen_US
dc.type.descriptionE1 - Conference Publications (HERDC)en_US
dc.type.codeE - Conference Publicationsen_US
gro.facultyGriffith Business School, Department of Marketingen_US
gro.rights.copyrightCopyright remains with the authors 2004. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors.en_AU
gro.date.issued2004
gro.hasfulltextFull Text


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    Contains papers delivered by Griffith authors at national and international conferences.

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