JIUN-SHENG LINLin C.-YChou E.-Y.2022-11-182022-11-18201623636165https://www.scopus.com/inward/record.uri?eid=2-s2.0-85125258236&doi=10.1007%2f978-3-319-24184-5_198&partnerID=40&md5=49a90dd808c8fadc80081919b0cf4d07https://scholars.lib.ntu.edu.tw/handle/123456789/625747In an era of rapid development and growth of service industries, both researchers and practitioners have recognized that employee performance plays a critical role in the success of a service brand (Berry, 2000; Brakus et al., 2009; Keller, 2001; O’Cass and Grace, 2004). Indeed, customers’ perceptions of a service brand often depend on the behavior of frontline employees (Berry, 2000; Keller, 2001; Morhart et al., 2009; O’Cass and Grace, 2003). Therefore, the role of frontline employees in ensuring organizational brand perceptions and outcomes is of particular importance for service firms (Berry, 2000; O’Cass and Grace, 2003). © 2016, Academy of Marketing Science.Brand Image; Courteous Behavior; Customer Satisfaction; Service Employee; Service Firmbook part10.1007/978-3-319-24184-5_1982-s2.0-85125258236