Proposes the use of integrated conjoint experiments to measure perceived service quality. It also demonstrates the process of modelling the hierarchical relations between operationally defined service attributes, strategically relevant service dimensions, and overall preference for banks or...

The relationship between brands and consumers is seen as an important element of strategic brand management. Past studies have examined different aspects of branding (e.g. brand equity, brand personality, brand image, brand loyalty), but there has been limited research investigating the quality...