Cultural anchoring in the service sector
Article Abstract:
The application of the cultural anchoring model, which is based on the traditional diffusion model in marketing management, in the service industry is described. Cultural anchoring occurs when a service becomes so closely tied to a consumer's life and sociocultural surroundings that the person/service interface becomes an important measure of the individual's self-concept. Four recommendations are provided on how to maximize the use of cultural anchoring in service marketing.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 1992
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The impact of perceived justice on consumers' emotional responses to service complaint experiences
Article Abstract:
The article examines the significance of fairness to achieve customer loyalty in hotel sector.
Publication Name: The Journal of Services Marketing
Subject: Business
ISSN: 0887-6045
Year: 2005
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