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Article
Publication date: 1 March 1993
Allan C. Reddy, Bruce D. Buskirk and 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…
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Abstract
Focuses on “tangibilizing the intangible” as a key to success in services marketing and presents various issues related to this topic. Argues that consistency in maintaining quality is very important and that further research is required.
Details
Journal of Services Marketing, vol. 7 no. 3
Type: Research Article
ISSN: 0887-6045