Table of contents
Interactive Marketing: The Influence of Participation on Positive Word‐of‐Mouth and Referrals
Karen Maru File, Ben B. Judd, Russ Alan PrinceConsiders which interactive marketing behaviours will result in thebroadest word‐of‐mouth or the largest volume of new client referrals.Suggests that the intensity and variety of…
The Effect of Cues on Service Quality Expectations and Service Selection in a Restaurant Setting
Jillian C. Sweeney, Lester W. Johnson, Robert W. ArmstrongConsiders the need for research on cues used by consumers inservice assessment and selection. Reports on a pilot study usingconjoint analysis to examine the trade‐off nature of…
Company Study: Quality for Value‐added Perceptions and Bottom‐line Results
Kathy V. LibonatiConsiders the “Conceptual Model of Service Quality”.Describes five service gaps, using a case example of American Airlinesas illustration. Examines ways of bridging these gaps…
Cultural Anchoring in the Service Sector
Michael S. LaTour, Scott D. RobertsExamines a new addition to thinking on adoption and diffusion ofservice innovations – the Cultural AnchoringDiffusion/Assimilation Model. Suggests that certain service…
Commentary: Celebrity Endorsers: Do You Get What You Pay for?
Mary Walker, Lynn Langmeyer, Daniel LangmeyerExamines the use of celebrity endorsement in advertising. Reviewsthe results of a recent study looking at the effect of a celebrity′sattractiveness, trustworthiness and expertise…
Erratum
This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/07363769210035215. When citing the…
Conveying Service Quality Through Advertising
Ellen DayReports on a study attempting to understand whether, and how,service providers try to communicate quality of their services viaadvertising. Finds that few quality cues are present…
Service Advertising: a Framework to its Effectiveness
Donna J. Hill, Nimish GandhiHighlights the need for services advertising to receive moreattention from marketing practitioners.Adapts a previously‐developedclassification scheme of services for advertising…
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