Retail stores and shopping malls have been putting increased emphasis on enhancing the positive word-of-mouth from customers and opinion leaders. Word of mouth is regarded as among the most powerful source of communication as it derives from personal and trustworthy sources. We suggest that...

Purpose – The purpose of this paper is to introduce the concept of robust design in retail service literature. Design/methodology/approach – Using a Taguchi design comprising of inner L 8 (2 7 ) and outer 2 2 arrays, a discrete choice task was designed for 233 students respond to....