Purpose – Rural entrepreneurship research traditionally focuses on the farmer or rural communities. Little work has been done to examine the ways in which small rural firms operating in and around rural towns develop their service quality priorities. This study seeks to examine the approaches...

Purpose Building on previous work (Cano and Moyes, 2013; Douglas and Moyes, 2013; Moyes, 2012) this study further develops the proposition that word-of-mouth and customer retention are enhanced through the ‘3 Rs’ of service quality; viz. reliability, responsiveness and recovery. Work to date in this...