Table of contents
Segmenting purchasers of organisational professional services: a risk‐based approach
V.‐W. MitchellThe high cost and importance of organisational professional services together with the often uncertain outcomes can evoke significant risk in their purchase. Using the…
1482
Advertising appeals used by services marketers: a comparison between Hong Kong and the United States
Louisa HaBoth Hong Kong and the USA are capitalistic open markets with a highly developed service industry. This study examines the advertising appeals used by services marketers in these…
3780
Benchmarking quality goals in service systems
Wen‐Hsien ChenServices touch the lives of every person in every country every day. Today, intense global competition and increasing customer expectation have forced service firms to adopt…
2532
Symbols in service advertisements
Cathy J. Cobb‐Walgren, Lois A. MohrStudies the presence of symbols in the service advertisements. Examines the denotative visual content of service advertisements from 1982‐1992 in order to better understand the…
2479
ISSN:
0887-6045e-ISSN:
2054-1651ISSN-L:
0887-6045Online date, start – end:
1987Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Professor Kristina Heinonen
- Professor Mark Rosenbaum