Journal of Services Marketing: Volume 4 Issue 3

Strategies for Reducing Perceptions of Quality Risk in Services

L.W. Turley

Explores the extent to which consumers perceive various services asquality‐risk purchases. Describes a panel study which indicated thatproblem is felt by most types of services…

Market Research as a Continuous Process

Eugene Del Vecchio

Comments on the fact that many emerging industries are strugglingalong with insufficient marketing research knowledge. Discusses themarket research process, including issues such…

Erratum

This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/EUM0000000002573. When citing the…

The Logic of Being Illogical in Strategic Marketing Planning

Nigel Piercy, William Giles

Challenges the validity of a traditional model of the stages usedin strategic marketing planning, arguing that the conventional modelignores the organizational and human factors…

The Aging Consumer: What′s all the Fuss About Anyway?

Richard C. Leventhal

Argues that marketers must consider more than ever the agingconsumer. Considers the three demographic issues which must be takeninto account before a strategy can be developed…

Making Your Service Blueprint Pay Off!

Stephen H. Baum

Argues that many blueprinting efforts are short‐term in focus andlead to the wrong response. Analyses examples in a range of industries,offering planning approaches and tactics…

Consumer Evaluations of Responses to Complaints: What′s Fair and Why

Cathy Goodwin, Ivan Ross

States how marketers have been traditionally advised to allowunhappy customers to voice their opinions freely, offering apologies.Suggests that theories of procedural fairness…

Using Metaphor to Create More Effective Sales Messages

Robert W. Boozer, David C. Wyld, James Grant

Explores the use of metaphor as a particular feature of languagefor making sales messages more effective. Examines the concept ofmetaphor, its use in advertising and its use by…