... 2018 Emerald Publishing Limited Licensed re-use rights only Customer loyalty Customer satisfaction Service quality Marketing mix Service orientation In the 1980s, the UK’s prime minister Margaret Thatcher caused controversy by stating that there was “no such thing as society...

..., it is by no means unusual for a company to deliver both service variants simultaneously. So-called “service orientation” is thus being increasingly perceived in strategic terms by many senior leaders. It is recognized that service provision can strongly impact on customer satisfaction. Because of this, both...