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Brand image formation and updating across multiple-episode experiences within service networks.


In complex service situations (e.g., filing an auto insurance claim), a customer's service experience results from interactions with a set of service providers (e.g., rental car agency, automobile repair facility) who are enlisted by a focal provider (e.g., insurance provider) to deliver key components of the service solution. While research in marketing has focused on how customers evaluate their experience with a single service provider, limited attention has been given to understanding how experiences with multiple firms in a service network influence a customer's image and evaluation of the focal service provider. The purpose of this dissertation is to examine how the service brand image of a focal firm is created and updated during a service experience that involves multiple firms.