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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2007) 19 (1): 9–21.
Published: 16 January 2007
... of creatives across the three countries. Customer “expectations” are thought to play a key role in both the service quality (SQ) and customer satisfaction/dissatisfaction (CS/D) approaches to service excellence (Oliver, 1980 , 1993) Expectations research remains a live issue within services marketing...
