Purpose: Scholars have proposed that the negative effects of service failures can be countered by developing and maintaining high quality customer-company relationships or by providing excellent service recovery to customers. While both strategies have been proposed as ways to overcome the...

Purpose – While service brands are conceptualised as being both the company’s presented brand and the customer’s relationship experience, most research to date has supported the central role of the latter over the former in creating customer value and developing loyalty. Studies supporting...