.... Machiel Reinders can be contacted at: machiel.reinders@wur.nl © Emerald Group Publishing Limited 2015 Public sector Consumer attitudes Public services Services marketing Technology-based self service Mandatory use Customer expertise Airline ticketing, banking, car rental...

... – Mexico and Spain. Findings The paper finds that reference group influence has a greater impact on brand decisions for publicly consumed public services, and on service decisions for public services for which consumers pay extra. Reference group influence varies between contexts/countries. Research...