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Keywords: Script theory
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Journal Articles
Journal:
Journal of Services Marketing
Journal of Services Marketing (2014) 28 (1): 22–35.
Published: 04 February 2014
... experience predicts their loyal attitude and behavior, such as the spread of positive commentary and repeat visitation (Cole and Illum, 2006). According to script theory, the script is a knowledge structure (experience) which is stored in the memory (vividity) and this script which has been stored in memory...
