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Keywords: Functional quality
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing 1–16.
Published: 03 September 2026
... and sales environment (B2B vs B2C) as a supplementary moderator. Findings Goal orientations exert distinct effects across service quality dimensions. PPGO is positively associated with both technical and functional quality but may exhibit a notable trade-off in service contexts, enhancing functional...
