The purpose of this study is to focus on the feeling associated with being rejected by the preferred service brand, and its effect on consumer assessment of the alternate brand.
The data were collected using a self‐administered questionnaire in the context of higher education services targeted at the international market.
Consumers who do manage to get their preferred service brand tend to be more satisfied with the features of the obtained brand and exhibit higher levels of brand loyalty towards that brand. In comparison, consumers who end up with a service brand that is not their first choice seem to have lower levels of satisfaction with and loyalty towards the obtained brand.
A key limitation of this study is the sampling frame. Future studies should replicate this study in different service and product contexts and with different target population. In addition, the disconfirmation of expectations or desires within the framework of preferred brand attainment should be explored.
Managers should ensure that one's service brand is high in the consideration set. This has implications for service branding and brand positioning as well as fulfilling service brand promise through services elements. It also has implications pertaining to winning over new customers and retaining through superior service delivery – particularly the service augmentation elements, and the selection and training of service delivery personnel.
This study provides answers to a crucial question – “Can the number two brand ever achieve a prominent position or is it doomed to remain in the second place waiting to be picked only when consumers do not get their first choice?”
