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

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.

Citation

Cronin, J.J. (2003), "Looking back to see forward in services marketing: some ideas to consider", Managing Service Quality: An International Journal, Vol. 13 No. 5, pp. 332-337. https://doi.org/10.1108/09604520310495813