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Keywords: Criticality
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Journal Articles
National versus local brands: Examining the influences of credence and experience services on customer perceptions of quality in a franchise context
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2014) 48 (7-8): 1511–1535.
Published: 08 July 2014
... intentions, measuring the main and interactive effects of service type and criticality among franchised and local brands. Findings – Significant differences were found in customer perceptions of quality between experience- and credence-based services. A significant moderating effect of the level...
