Examining the effect of customer experience on service brand evaluation

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Title Examining the effect of customer experience on service brand evaluation
Author Yeo, Adrienne; Grace, Debra Ann
Publication Title "People First - Serving Our Stakeholders"
Editor Graham Elkin
Year Published 2004
Place of publication Dunedin, N.Z.
Publisher ANZAM
Abstract In 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.
Peer Reviewed Yes
Published Yes
Publisher URI http://smib.vuw.ac.nz:8081/WWW/ANZMAC2004/CDsite/papers/Yeo1.PDF
Alternative URI http://www.anzmac.org/
Copyright Statement Copyright 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.
ISBN 0-476-01131-0
Conference name 18th Annual Conference of the Australian and New Zealand Academy of Management
Location Dunedin, N.Z.
Date From 2004-12-08
Date To 2004-12-11
URI http://hdl.handle.net/10072/2391
Date Accessioned 2004-12-07
Language en_AU
Research Centre Griffith Institute For Tourism
Faculty Griffith Business School
Subject PRE2009-Marketing and Market Research
Publication Type Conference Publications (Full Written Paper - Refereed)
Publication Type Code e1

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