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Does frontline employee friendliness during service delivery still matter in the current era? Revisiting its dimensionality effects on brand outcome

Recently, digitalization has caused service providers to focus on service delivery excellence to build robust brands. Hence, the purpose of this study is to revisit the effects of four dimensions of frontline employee friendliness on brand identification and repurchase intent. This study utilized a...

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Bibliographic Details
Main Author:	Othman, Nurul Amirah
Format:	Article
Language:	English
Published:	Palgrave Macmillan 2025
Online Access:	http://psasir.upm.edu.my/id/eprint/121153/ http://psasir.upm.edu.my/id/eprint/121153/1/121153.pdf

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