"Marketing attempts to influence the way consumers behave. These attempts have implications for the organizations making them, the consumers they are trying to influence, and the society in which these attempts occur. We are all consumers, and we are all members of society, so consumer behavior,...

Offering higher quality is a strategy which has been demonstrated to be instrumental in improving performance for many firms. Retail service customers, at the decision‐making stage, tend to form expectations about the service quality they will receive from cues which are available to them....