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Keywords: Anticipated trust
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Journal Articles
Journal of Service Theory and Practice (2023) 33 (6): 842–872.
Published: 09 October 2023
...Jinsheng Cui; Mengwei Zhang; Jianan Zhong Purpose This research aims to investigate the influence of consumers' anticipated trust in service providers on brand switching intention and its underlying psychological mechanism. More importantly, this study explores the moderating role of type...
