Scales used
| Variables | References | Dimensions | Items | Scale |
|---|---|---|---|---|
| Market orientation | Kolar (2006) | 4 | 16 (4 + 4 + 4 + 4) | Likert 5 points |
| Satisfaction | Bloemer and Odekerken (2002) | 1 | 5 | Likert 5 points |
| Self-brand connection | Kemp et al. (2014) | 1 | 4 | Likert 5 points |
| Emotions during the service | Mazaheri et al. (2011) | 2 | 9 (6 + 3) | Likert 5 points |
| Engagement | Blasco (2014) | 1 | 4 | Likert 5 points |
| Attitudinal loyalty | Camarero et al. (2005) | 1 | 5 | Likert 5 points |
| Variables | References | Dimensions | Items | Scale |
|---|---|---|---|---|
| Market orientation | 4 | 16 (4 + 4 + 4 + 4) | Likert 5 points | |
| Satisfaction | 1 | 5 | Likert 5 points | |
| Self-brand connection | 1 | 4 | Likert 5 points | |
| Emotions during the service | 2 | 9 (6 + 3) | Likert 5 points | |
| Engagement | 1 | 4 | Likert 5 points | |
| Attitudinal loyalty | 1 | 5 | Likert 5 points |
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