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Abstract
This study aims to analyze the influence of service-dominant logic (SDL) on brand attitude, emotional brand attachment, and brand engagement and the impact of these three variables on brand awareness and brand loyalty among hotel users in Bandung City. A quantitative approach was used in this study with data collection techniques through questionnaires distributed to 230 respondents, namely hotel users in Bandung. The structural equation modeling method based on partial least squares (SEM-PLS) was used to test the relationship between variables in the research model. The results of the study indicate that SDL has a significant positive effect on brand attitude, emotional brand attachment, and brand engagement. in addition, brand attitude, emotional brand attachment, and brand engagement also have a positive effect on brand awareness and brand loyalty. These findings indicate that the SDL approach implemented by hotels can strengthen emotional relationships and consumer engagement with the brand, which ultimately increases customer awareness and loyalty to the hotel brand.
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Copyright (c) 2025 Tanty Sondari, Nur Zeina Maya Sari, Ayke Nuraliati
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References
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- Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 179–211. https://doi.org/10.1080/10410236.2018.1493416
- Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5-10. https://doi.org/10.31580/jpvai.v2i2.896
- Ashraf, A. R., & Thongpapanl, N. (2015). Connecting with and converting shoppers into customers: investigating the role of regulatory fit in the online customer’s decision-making process. Journal of Interactive Marketing, 32(1), 13-25. https://doi.org/10.1016/j.intmar.2015.09.004
- Blazquez-Resino, J. J., Molina, A., & Esteban-Talaya, A. (2015). Service-dominant logic in tourism: the way to loyalty. Current Issues in Tourism, 18(8), 706-724. https://doi.org/10.1080/13683500.2013.863853
- Calderón-Monge, E., & Ramírez-Hurtado, J. M. (2022). Measuring the consumer engagement related to social media: the case of franchising. Electronic Commerce Research, 22(4), 1-26. https://doi.org/10.1007/s10660-021-09463-2
- Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K., & Sharipudin, M. N. S. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions. Journal of Retailing and Consumer Services, 61, 102574. https://doi.org/10.1016/j.jretconser.2021.102574
- Choirisa, S. F., Waworuntu, A., & Istiono, W. (2024). Enhancing user engagement and loyalty in online travel agents: a gamification approach. Journal of Hospitality and Tourism Technology, 16(1), 139-157. https://doi.org/10.1108/JHTT-08-2023-0214
- Clarence, C., & Keni, K. (2022, May). The prediction of purchase intention based on digital marketing, customer engagement, and brand preference. In Tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021) (pp. 481-486). Atlantis Press. https://doi.org/10.2991/aebmr.k.220501.073
- Creswell, J. W., Shope, R., Plano Clark, V. L., & Green, D. O. (2006). How interpretive qualitative research extends mixed methods research. Research in the Schools, 13(1), 1-11.
- Cuong, P. H., Nguyen, O. D. Y., Ngo, L. V., & Nguyen, N. P. (2020). Not all experiential consumers are created equals: the interplay of customer equity drivers on brand loyalty. European Journal of Marketing, 54(9), 2257-2286. https://doi.org/10.1108/EJM-04-2018-0228
- Emini, A., & Zeqiri, J. (2021). The impact of social media marketing on purchase intention in a transition economy: the mediating role of brand awareness and brand engagement. ENTRENOVA - ENTerprise REsearch InNOVAtion, 7(1), 256-266. https://doi.org/10.54820/fdor9238
- Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271-285. https://doi.org/10.1016/j.ijhm.2018.05.016
- Foroudi, P., Melewar, T. C., & Gupta, S. (2014). Linking corporate logo, corporate image, and reputation: an examination of consumer perceptions in the financial setting. Journal of Business Research, 67(11), 2269-2281. https://doi.org/10.1016/j.jbusres.2014.06.015
- Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). London: SAGE Publications.
- Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) using R: A workbook. United States: Springer Nature. https://doi.org/10.1007/978-3-030-80519-7
- Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). SD logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47, 161-185. https://doi.org/10.1007/s11747-016-0494-5
- Hsu, F. C., Agyeiwaah, E., Liu, J., & Scott, N. (2024). Social justice or social stigma? hotel customers’ perception on branded hotel used as quarantine facility. Journal of Hospitality and Tourism Research, 48(5), 851-867. https://doi.org/10.1177/10963480221127187
- Karpen, I. O., Bove, L. L., & Lukas, B. A. (2012). Linking service-dominant logic and strategic business practice: a conceptual model of a service-dominant orientation. Journal of Service Research, 15(1), 21–38. https://doi.org/10.1177/1094670511425697
- Karpen, I. O., Bove, L. L., Lukas, B. A., & Zyphur, M. J. (2015). Service-dominant orientation: measurement and impact on performance outcomes. Journal of Retailing, 91(1), 89-108. https://doi.org/10.1016/j.jretai.2014.10.002
- Katsifaraki, G. D., & Theodosiou, M. (2024). The role of service-dominant logic strategic orientations in driving customer engagement in online retailing. Journal of Interactive Marketing, 59(1), 99–115. https://doi.org/10.1177/10949968231180497
- Kotler, P., Armstrong, G., & Opresnik, M. O. (2020). Principles of Marketing, Eighth Europe Edition. Netherlands: Pearson Education.
- Krisnawati, N., Sule, E. T., Febrian, E., & Hassan, M. (2016). Do the brand image and customer loyalty determine the competitive strategy of chain hotels. Academy of Strategic Management Journal, 15(3), 114-125.
- Kumar, V. (2020). Building customer-brand relationships through customer brand engagement. Journal of Promotion Management, 26(7), 986-1012. https://doi.org/10.1080/10496491.2020.1746466
- Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2019). Customer engagement and organizational performance: a service-dominant logic perspective. In Hollebeek, L. D., & Sprott, D. E. (Eds.), Handbook of Research on Customer Engagement (pp. 311-328). Edward Elgar Publishing. https://doi.org/10.4337/9781788114899.00022
- Lee, Y.-S. (2023). The relationships among digital marketing, brand emotional attachment and brand attitude. Journal of Applied Finance & Banking, 13(2), 27-44. https://doi.org/10.47260/jafb/1323b
- Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. New York: Routledge.
- Ma, J., Tu, H., Zhou, X., & Niu, W. (2023). Can brand anthropomorphism trigger emotional brand attachment? Service Industries Journal, 43(7–8). https://doi.org/10.1080/02642069.2021.2012163
- Machi, L., Nemavhidi, P., Chuchu, T., Nyagadza, B., & Venter de Villiers, M. (2022). Exploring the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. International Journal of Research in Business and Social Science, 11(5), 2147- 4478). https://doi.org/10.20525/ijrbs.v11i5.1841
- MacKenzie, S. B., & Podsakoff, P. M. (2012). Common method bias in marketing: causes, mechanisms, and procedural remedies. Journal of Retailing, 88(4), 542-555. https://doi.org/10.1016/j.jretai.2012.08.001
- Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051. https://doi.org/10.1108/APJML-11-2019-0669
- Mujica-Luna, A., Villanueba, E., & Lodeiros-Zubiria, M. L. (2021). Micro-learning platforms brand awareness using socialmedia marketing and customer brand engagement. International Journal of Emerging Technologies in Learning, 16(17), 19–41. https://doi.org/10.3991/ijet.v16i17.23339
- Pai, C. K., Chen, T., Lee, T. J., & Wu, X. D. (2024). Hotel brand signature, brand attitude, subject norm, and perceived behavior control. Journal of Vacation Marketing. https://doi.org/10.1177/13567667241253890
- Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
- Rather, R. A., & Camilleri, M. A. (2019). The effects of service quality and consumer-brand value congruity on hospitality brand loyalty. Anatolia, 30(4), 547-559. https://doi.org/10.1080/13032917.2019.1650289
- Rather, R. A., Tehseen, S., & Parrey, S. H. (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing - ESIC, 22(3), 321–341. https://doi.org/10.1108/SJME-06-2018-0030
- Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: examples from the hotel industry. Tourism Management, 32(2), 207–214. https://doi.org/10.1016/j.tourman.2010.05.020
- Shimul, A. S. (2022). Brand attachment: a review and future research. Journal of Brand Management, 29(4), 400-419. https://doi.org/10.1057/s41262-022-00279-5
- Shin, M., Back, K. J., Lee, C. K., & Lee, Y. S. (2020). Enhancing customer-brand relationship by leveraging loyalty program experiences that foster customer-brand identification. International Journal of Contemporary Hospitality Management, 32(12), 3991-4016. https://doi.org/10.1108/IJCHM-06-2020-0550
- Singh, V., Kathuria, S., Puri, D., & Kapoor, B. (2023). Corporate social responsibility and behavioral intentions: a mediating mechanism of brand recognition. Corporate Social Responsibility and Environmental Management, 30(4), 1698-1711. https://doi.org/10.1002/csr.2445
- Sung, K. S. (Kyong), & Lee, S. (2023a). Customer brand co-creation behavior and brand sincerity through CSR interactivity: the role of psychological implications in service-dominant logic. International Journal of Hospitality Management, 108(September 2022), 103388. https://doi.org/10.1016/j.ijhm.2022.103388
- Sung, K. S., & Lee, S. (2023b). Interactive CSR campaign and symbolic brand benefits: a moderated mediation model of brand trust and self-congruity in the restaurant industry. International Journal of Contemporary Hospitality Management, 35(12), 4535-4554. https://doi.org/10.1108/IJCHM-08-2022-1027
- Vargo, S., Lusch, R., Akaka, M., & He, Y. (2010). Service-dominant logic review of marketing research. Service-Dominant Logic Review of Marketing Research, 125–167.
- Wang, K., Tai, J. C., & Hu, H. F. (2023). Role of brand engagement and co-creation experience in online brand community continuance: A service-dominant logic perspective. Information Processing & Management, 60(1), 103136. https://doi.org/10.1016/j.ipm.2022.103136
- Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: an evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice, 10(1), 46-62. https://doi.org/10.1080/10696679.2002.11501909
- Weiger, W. H., Wetzel, H. A., & Hammerschmidt, M. (2017). Leveraging marketer-generated appeals in online brand communities: an individual user-level analysis. Journal of Service Management, 28(1), 133-156. https://doi.org/10.1108/JOSM-11-2015-0378
- Wilden, R., & Gudergan, S. (2017). Service-dominant orientation, dynamic capabilities and firm performance. Journal of Service Theory and Practice, 27(4), 808-832. https://doi.org/10.1108/JSTP-04-2016-0077
- Yazid, Y., & Kawiryan, H. (2023). How to improve brand image: The role of customer attitude, brand familiarity, brand awareness, and brand extension. Asian Management and Business Review, 3(2), 199-209. https://doi.org/10.20885/ambr.vol3.iss2.art7
- Yiu, H. L., Ngai, E. W., & Lei, C. F. (2020). Impact of service‐dominant orientation on the innovation performance of technology firms: roles of knowledge sharing and relationship learning. Decision Sciences, 51(3), 620-654. https://doi.org/10.1111/deci.12408
References
Abd El-Jalil, S., Atito, M., Rady, A., & Fawy, W. (2023). The effect of brand image and brand awareness through social media on purchase intention in the Egyptian Youth Hostels. Minia Journal of Tourism and Hospitality Research MJTHR, 15(1), 53-71. https://doi.org/10.21608/mjthr.2022.171387.1074
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 179–211. https://doi.org/10.1080/10410236.2018.1493416
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of brand awareness and social media content marketing on consumer purchase decision. Journal of Public Value and Administrative Insight, 2(2), 5-10. https://doi.org/10.31580/jpvai.v2i2.896
Ashraf, A. R., & Thongpapanl, N. (2015). Connecting with and converting shoppers into customers: investigating the role of regulatory fit in the online customer’s decision-making process. Journal of Interactive Marketing, 32(1), 13-25. https://doi.org/10.1016/j.intmar.2015.09.004
Blazquez-Resino, J. J., Molina, A., & Esteban-Talaya, A. (2015). Service-dominant logic in tourism: the way to loyalty. Current Issues in Tourism, 18(8), 706-724. https://doi.org/10.1080/13683500.2013.863853
Calderón-Monge, E., & Ramírez-Hurtado, J. M. (2022). Measuring the consumer engagement related to social media: the case of franchising. Electronic Commerce Research, 22(4), 1-26. https://doi.org/10.1007/s10660-021-09463-2
Cheung, M. L., Pires, G. D., Rosenberger, P. J., Leung, W. K., & Sharipudin, M. N. S. (2021). The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions. Journal of Retailing and Consumer Services, 61, 102574. https://doi.org/10.1016/j.jretconser.2021.102574
Choirisa, S. F., Waworuntu, A., & Istiono, W. (2024). Enhancing user engagement and loyalty in online travel agents: a gamification approach. Journal of Hospitality and Tourism Technology, 16(1), 139-157. https://doi.org/10.1108/JHTT-08-2023-0214
Clarence, C., & Keni, K. (2022, May). The prediction of purchase intention based on digital marketing, customer engagement, and brand preference. In Tenth International Conference on Entrepreneurship and Business Management 2021 (ICEBM 2021) (pp. 481-486). Atlantis Press. https://doi.org/10.2991/aebmr.k.220501.073
Creswell, J. W., Shope, R., Plano Clark, V. L., & Green, D. O. (2006). How interpretive qualitative research extends mixed methods research. Research in the Schools, 13(1), 1-11.
Cuong, P. H., Nguyen, O. D. Y., Ngo, L. V., & Nguyen, N. P. (2020). Not all experiential consumers are created equals: the interplay of customer equity drivers on brand loyalty. European Journal of Marketing, 54(9), 2257-2286. https://doi.org/10.1108/EJM-04-2018-0228
Emini, A., & Zeqiri, J. (2021). The impact of social media marketing on purchase intention in a transition economy: the mediating role of brand awareness and brand engagement. ENTRENOVA - ENTerprise REsearch InNOVAtion, 7(1), 256-266. https://doi.org/10.54820/fdor9238
Foroudi, P. (2019). Influence of brand signature, brand awareness, brand attitude, brand reputation on hotel industry’s brand performance. International Journal of Hospitality Management, 76, 271-285. https://doi.org/10.1016/j.ijhm.2018.05.016
Foroudi, P., Melewar, T. C., & Gupta, S. (2014). Linking corporate logo, corporate image, and reputation: an examination of consumer perceptions in the financial setting. Journal of Business Research, 67(11), 2269-2281. https://doi.org/10.1016/j.jbusres.2014.06.015
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2016). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). London: SAGE Publications.
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) using R: A workbook. United States: Springer Nature. https://doi.org/10.1007/978-3-030-80519-7
Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). SD logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM. Journal of the Academy of Marketing Science, 47, 161-185. https://doi.org/10.1007/s11747-016-0494-5
Hsu, F. C., Agyeiwaah, E., Liu, J., & Scott, N. (2024). Social justice or social stigma? hotel customers’ perception on branded hotel used as quarantine facility. Journal of Hospitality and Tourism Research, 48(5), 851-867. https://doi.org/10.1177/10963480221127187
Karpen, I. O., Bove, L. L., & Lukas, B. A. (2012). Linking service-dominant logic and strategic business practice: a conceptual model of a service-dominant orientation. Journal of Service Research, 15(1), 21–38. https://doi.org/10.1177/1094670511425697
Karpen, I. O., Bove, L. L., Lukas, B. A., & Zyphur, M. J. (2015). Service-dominant orientation: measurement and impact on performance outcomes. Journal of Retailing, 91(1), 89-108. https://doi.org/10.1016/j.jretai.2014.10.002
Katsifaraki, G. D., & Theodosiou, M. (2024). The role of service-dominant logic strategic orientations in driving customer engagement in online retailing. Journal of Interactive Marketing, 59(1), 99–115. https://doi.org/10.1177/10949968231180497
Kotler, P., Armstrong, G., & Opresnik, M. O. (2020). Principles of Marketing, Eighth Europe Edition. Netherlands: Pearson Education.
Krisnawati, N., Sule, E. T., Febrian, E., & Hassan, M. (2016). Do the brand image and customer loyalty determine the competitive strategy of chain hotels. Academy of Strategic Management Journal, 15(3), 114-125.
Kumar, V. (2020). Building customer-brand relationships through customer brand engagement. Journal of Promotion Management, 26(7), 986-1012. https://doi.org/10.1080/10496491.2020.1746466
Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2019). Customer engagement and organizational performance: a service-dominant logic perspective. In Hollebeek, L. D., & Sprott, D. E. (Eds.), Handbook of Research on Customer Engagement (pp. 311-328). Edward Elgar Publishing. https://doi.org/10.4337/9781788114899.00022
Lee, Y.-S. (2023). The relationships among digital marketing, brand emotional attachment and brand attitude. Journal of Applied Finance & Banking, 13(2), 27-44. https://doi.org/10.47260/jafb/1323b
Lusch, R. F., & Vargo, S. L. (2014). The service-dominant logic of marketing: Dialog, debate, and directions. New York: Routledge.
Ma, J., Tu, H., Zhou, X., & Niu, W. (2023). Can brand anthropomorphism trigger emotional brand attachment? Service Industries Journal, 43(7–8). https://doi.org/10.1080/02642069.2021.2012163
Machi, L., Nemavhidi, P., Chuchu, T., Nyagadza, B., & Venter de Villiers, M. (2022). Exploring the impact of brand awareness, brand loyalty and brand attitude on purchase intention in online shopping. International Journal of Research in Business and Social Science, 11(5), 2147- 4478). https://doi.org/10.20525/ijrbs.v11i5.1841
MacKenzie, S. B., & Podsakoff, P. M. (2012). Common method bias in marketing: causes, mechanisms, and procedural remedies. Journal of Retailing, 88(4), 542-555. https://doi.org/10.1016/j.jretai.2012.08.001
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033-1051. https://doi.org/10.1108/APJML-11-2019-0669
Mujica-Luna, A., Villanueba, E., & Lodeiros-Zubiria, M. L. (2021). Micro-learning platforms brand awareness using socialmedia marketing and customer brand engagement. International Journal of Emerging Technologies in Learning, 16(17), 19–41. https://doi.org/10.3991/ijet.v16i17.23339
Pai, C. K., Chen, T., Lee, T. J., & Wu, X. D. (2024). Hotel brand signature, brand attitude, subject norm, and perceived behavior control. Journal of Vacation Marketing. https://doi.org/10.1177/13567667241253890
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: the next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
Rather, R. A., & Camilleri, M. A. (2019). The effects of service quality and consumer-brand value congruity on hospitality brand loyalty. Anatolia, 30(4), 547-559. https://doi.org/10.1080/13032917.2019.1650289
Rather, R. A., Tehseen, S., & Parrey, S. H. (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing - ESIC, 22(3), 321–341. https://doi.org/10.1108/SJME-06-2018-0030
Shaw, G., Bailey, A., & Williams, A. (2011). Aspects of service-dominant logic and its implications for tourism management: examples from the hotel industry. Tourism Management, 32(2), 207–214. https://doi.org/10.1016/j.tourman.2010.05.020
Shimul, A. S. (2022). Brand attachment: a review and future research. Journal of Brand Management, 29(4), 400-419. https://doi.org/10.1057/s41262-022-00279-5
Shin, M., Back, K. J., Lee, C. K., & Lee, Y. S. (2020). Enhancing customer-brand relationship by leveraging loyalty program experiences that foster customer-brand identification. International Journal of Contemporary Hospitality Management, 32(12), 3991-4016. https://doi.org/10.1108/IJCHM-06-2020-0550
Singh, V., Kathuria, S., Puri, D., & Kapoor, B. (2023). Corporate social responsibility and behavioral intentions: a mediating mechanism of brand recognition. Corporate Social Responsibility and Environmental Management, 30(4), 1698-1711. https://doi.org/10.1002/csr.2445
Sung, K. S. (Kyong), & Lee, S. (2023a). Customer brand co-creation behavior and brand sincerity through CSR interactivity: the role of psychological implications in service-dominant logic. International Journal of Hospitality Management, 108(September 2022), 103388. https://doi.org/10.1016/j.ijhm.2022.103388
Sung, K. S., & Lee, S. (2023b). Interactive CSR campaign and symbolic brand benefits: a moderated mediation model of brand trust and self-congruity in the restaurant industry. International Journal of Contemporary Hospitality Management, 35(12), 4535-4554. https://doi.org/10.1108/IJCHM-08-2022-1027
Vargo, S., Lusch, R., Akaka, M., & He, Y. (2010). Service-dominant logic review of marketing research. Service-Dominant Logic Review of Marketing Research, 125–167.
Wang, K., Tai, J. C., & Hu, H. F. (2023). Role of brand engagement and co-creation experience in online brand community continuance: A service-dominant logic perspective. Information Processing & Management, 60(1), 103136. https://doi.org/10.1016/j.ipm.2022.103136
Washburn, J. H., & Plank, R. E. (2002). Measuring brand equity: an evaluation of a consumer-based brand equity scale. Journal of Marketing Theory and Practice, 10(1), 46-62. https://doi.org/10.1080/10696679.2002.11501909
Weiger, W. H., Wetzel, H. A., & Hammerschmidt, M. (2017). Leveraging marketer-generated appeals in online brand communities: an individual user-level analysis. Journal of Service Management, 28(1), 133-156. https://doi.org/10.1108/JOSM-11-2015-0378
Wilden, R., & Gudergan, S. (2017). Service-dominant orientation, dynamic capabilities and firm performance. Journal of Service Theory and Practice, 27(4), 808-832. https://doi.org/10.1108/JSTP-04-2016-0077
Yazid, Y., & Kawiryan, H. (2023). How to improve brand image: The role of customer attitude, brand familiarity, brand awareness, and brand extension. Asian Management and Business Review, 3(2), 199-209. https://doi.org/10.20885/ambr.vol3.iss2.art7
Yiu, H. L., Ngai, E. W., & Lei, C. F. (2020). Impact of service‐dominant orientation on the innovation performance of technology firms: roles of knowledge sharing and relationship learning. Decision Sciences, 51(3), 620-654. https://doi.org/10.1111/deci.12408