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Short video narratives, brand equity dimensions and hortitourism patronage: does real-world video matter?
Purpose – Using the transportation theory, and the brand equity model, this study aims to examine how short
video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to
patronise. Further, the study…
video narratives from a tourist perspective increased brand equity dimensions which could lead to intention to
patronise. Further, the study…
Service recovery performance and repurchase intentions: the mediation effect of service quality at KFC
Purpose
This paper investigates the effects of service quality on customer satisfaction and repurchase intentions among customers of the KFC Fast Food Restaurant Chains.
Design/methodology/approach
In total, 500 randomly sampled KFC restaurant…
This paper investigates the effects of service quality on customer satisfaction and repurchase intentions among customers of the KFC Fast Food Restaurant Chains.
Design/methodology/approach
In total, 500 randomly sampled KFC restaurant…