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Keywords: Schema
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Journal Articles
Journal:
Journal of Service Management
Journal of Service Management (2021) 32 (4): 612–641.
Published: 10 November 2020
...Susan Stead; Gaby Odekerken-Schröder; Dominik Mahr Purpose This article investigates the role of schemas in shaping customer experiences in new servicescapes, across the customer journey. The authors take a customer perspective that reveals how schematic information processing takes place at four...
