Table of contents
Consumer evaluations of goods and services: implications for services marketing
David E. Hartman, John H. LindgrenMaintains that many services marketing strategies have been basedon four commonly accepted dimensions. Empirically tests these dimensionsto determine if they are relevant for…
Marketing services that compete with goods
Ruby Roy Dholakia, Meera VenkatramanArgues that in today′s competitive marketplace, service providershave to compete with goods marketers in addition to other serviceproviders in contexts where different brands of…
Services extension strategy: a viable basis for growth?
Moonkyu Lee, Francis M. UlgadoExamines how customers react to service extensions, or the use ofan established company name to enter new service categories or classes.Reports the findings of an experiment…
Using employees as advertising spokespersons
Nancy Stephens, William T. FarandaTests the effectiveness of three different types of service companyemployees as advertising spokespersons in an experiment involving printadvertisements for a bank and a hotel…
Consumer evaluation processes in a service letting
Margaret L. Friedman, Lois J. SmithTests, through a child care choice survey, a number of hypothesesput forward by Zeithaml concerning the process of consumer search forservices. Finds that personal sources of…
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