Journal of Services Marketing: Volume 7 Issue 3

Five common myths about consumer satisfaction programs

Diane Halstead

Discusses five common myths about perception, management andimplementation of consumer satisfaction programs. Intends to debunk themore popular myths so that managers can avoid…

Tangibilizing the intangibles: some strategies for services marketing

Allan C. Reddy, Bruce D. Buskirk, Ajit Kaicker

Focuses on “tangibilizing the intangible” as a key tosuccess in services marketing and presents various issues related tothis topic. Argues that consistency in maintaining quality…

From customer to competitor: consumer cooption in the service sector

Dale Fodness, Barry E. Pitegoff, Elise Truly Sautter

Discusses the circumstances under which a firm′s customer canbecome its competitor. Examines the threats posed by consumer cooptionand the conditions under which…

The value of qualitative data in quality improvement efforts: the case of the airline catering services

Dennis Pedrick, Emin Babakus, Andrea Richardson

Discusses the importance of qualitative data from customers incustomer satisfaction measurement programs. Presents results of a studywhich is based on customer comments, using…

Selling services: a contingency model

Francis A. Buttle

Presents a services selling model which acknowledges the uniquedifficulties faced by service sector salespeople. Identifies two classesof activities as having significant input to…

Evaluating the effectiveness of interactive marketing

Karen Maru File, Russ Alan Prince

Demonstrates that quantity of provider/customer interaction –specifically interaction intensity and information intensity – isassociated both with satisfaction and repurchase…

Quality improvements in a services marketing context

Audrey Gilmore, David Carson

Focuses on the issue of how to improve quality in marketing withreferences to a services context. Offers a definition of ServicesMarketing and Quality in Marketing and attempts to…