Abstract:

Given the current economic, political, social, and environmental circumstances, the societal and ethical perspectives of marketing as well as the emotional dimensions are gaining a lot of ground (Salmones and Pérez, 2018; Gallarza et al, 2017; Berraies et al., 2017; Medberg and Heinonen, 2014; Sánchez-Fernández and Iniesta-Bonillo, 2007). This is especially true for the service sector, which has always been imbued with the relationship approach emphasizing the development and maintenance of beneficial human relations between employees and customers (Gummesson, 2017, Medberg and Heinonen, 2014; Khalifa, 2004). The concepts and theories used for service evaluation should therefore be "revisited" to reflect these new trends. It, therefore, becomes important to understand the role of the hedonic and altruistic components in the perceptions and attitudes of clients (Sánchez-Fernández and Iniesta-Bonillo, 2007).