Purpose: The purpose of this paper is to examine the notion of “service transgression” which violates customers’ religious beliefs through observing certain dietary guidelines that shape their religious identity. While service transgression and customer forgiveness are predominantly...

Purpose Via an experimental approach, this study therefore seeks to examine the effects of outcome valence upon service perception in the higher education setting where academic services form the core service element. To further extend this inquiry, the purpose of this paper is to explore the...