Looking back to see forward in services marketing: some ideas to consider

Looking back to see forward in services marketing: some ideas to consider The article considers the applicability of traditional attitude and other constructs in service quality research. It is suggested that the effects of perceived service quality may be masked by non-linear relationships and under-identified explanatory models. Constructs that might assist researchers and practitioners improve their service quality research and strategies are identified. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Managing Service Quality Emerald Publishing

Looking back to see forward in services marketing: some ideas to consider

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Abstract

The article considers the applicability of traditional attitude and other constructs in service quality research. It is suggested that the effects of perceived service quality may be masked by non-linear relationships and under-identified explanatory models. Constructs that might assist researchers and practitioners improve their service quality research and strategies are identified.

Journal

Managing Service QualityEmerald Publishing

Published: Oct 1, 2003

Keywords: Service quality assurance; Research; Perception

References

  • Controlling customer logistics service
    Heskett, J.L.

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