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A critical issue in the effective development and promotion of services is the identification of which service components are most closely related to attitude toward the service provider and repeat purchase behavior. The present study disaggregates a service (passenger rail transportation) into pre‐core and core service performances, and uses these elements to create a model of the effects on relevant service attitudes and intentions. Using a sample of 2,529 Amtrak riders, the present research finds that the core service elements of on‐board conditions, cafe car conditions, and on‐time performance were most strongly related to attitude toward the service provider. Advertising implications for developing repeat purchase behavior are discussed.

Although the task of delivering consistent service quality to consumers by service professionals has been studied widely, little research has focussed on service quality cues in professional services advertising. Examines the relationship between the encoding of core service quality dimensions in a professional service’s advertisement and consumers’ perceptions of risk, service provider expertise and purchase intentions. Finds that: all five service quality dimensions decreased consumers’ perceptions of purchase risk; tangible, reliability, assurance and empathy cues in a professional service advertisement increased consumers’ perceived expertise of the professional service; both perceived expertise and perceived risk had a direct impact on purchase intentions. Discusses the relationships and the managerial implications of these ties to a professional service advertiser.

Presents an account of a study which examined consumer perceptions of bonus pack offers. A bonus pack is a manufacturer’s sales promotion technique of giving the buyer an extra quantity of a product at the usual price (e.g. an extra 6 oz free; buy four, get one free). No scholarly research on bonus packs was uncovered by the literature review. Hence, this study represents, perhaps, one of the earliest scholarly works on bonus packs. The research tested two offers of Vaseline Intensive Care skin lotion (one offer was of 80 percent, the other of 60 percent more free). Consumer responses ‐ their belief in the offers (quantities and prices claimed), their perceptions of the manufacturer and of the value of the deal, and their purchase intentions ‐ were measured.The measures were further analyzed by types of user (light versus heavy) and buyer (regular versus infrequent). Discusses managerial implications of the findings. For example, one finding was that bonus pack promotions lack credence. Offers suggestions on how to boost the credibility of bonus packs.

An interesting issue little explored in the celebrity endorsement literature is whether or not the activities of a celebrity endorser affect company performance. We examine the impact of Tiger Woods’s tournament performance on the endorsing firm’s value subsequent to the contract signing. We do not find a relationship between Tiger’ss tournament placement and the excess returns of Fortune Brands (parent of Titleist). This is likely due to Titleist being a very small contributor to the total market value of Fortune Brands. We also fail to find a significant relationship for American Express suggesting the market does not view a golfer endorsing financial services as credible. We do, however, find a positive and significant impact of Tiger’s performance on Nike’s excess returns suggesting that the market values the additional publicity that Nike receives when Tiger is in contention to win.

The objective of this paper is to study the relevance of a specific approach to services advertising by testing the absolute and relative impact of the product/service variable on advertising strategy.

A content study of 4,233 press advertisements, taken from generalist magazines, was conducted using an original analytical framework based on competitive advantage. This framework was used to measure the impact on the advertising strategy of the following variables: type of offer, type of market and industry.

The research indicates that three variables significantly influence advertising strategy: type of offer, type of market, and industry. However, the type of industry is the most influential variable. The study shows that the product/service contrast alone cannot adequately explain the choice of advertising strategy.

The conclusions indicate that the product‐service variable should not be used in isolation, but rather in combination with other variables such as the type of target and the nature of the sector. The research, however, does not enable one to determine the relevance of the advertising choices highlighted.

The framework can enable one to link marketing strategy to advertising strategy. It enables one to clearly pose the problem of advertising strategy upstream from questions of creative approach and executional tools.

This research shows that the product/service variable is not the best explanatory variable of the advertising strategy.

The purpose of this paper is to examine “nasty” retail shopping experiences. The paper aims to consider implications of distrust related to theft control measures in retail customer service.

Storytelling as a “memory‐work” method draws on phenomenology, hermeneutics, and the narrative. Researchers and participants worked together as co‐researchers to analyze and interpret “lived” experiences contained in their written personal stories. The authors extend this understanding in the context of existing literature.

Distrust pervaded the stories, which focused on shoplifting accusations (real and imagined). As a violation of implicit trust, distrust provoked intense moral emotions, damaged identities, and fuelled retaliation. Findings illustrate a pervasive downward “spiral of distrust” in the retail context.

Results suggest that retailers use store personnel rather than technological surveillance to control theft. Interacting with customers and displaying cooperation builds respect, trust, and relationships and may deter theft. Retailers should add signs of trust and remove signs of distrust from retail environments. They cannot rely on service recovery to appease customers disgruntled by distrust.

When retailers act as if they care, customers reciprocate, creating upward trust spirals and stronger communities.

A dark side to retail loss‐prevention tactics is demonstrated in the paper. Surveillance signals distrust, which repels customers and resists service recovery. Concepts of spirals of distrust and trust to the services marketing literature are introduced. The spirals illustrate how distrust destroys and trust builds relationships and communities. Furthermore, ideas are offered about ways to start upward trust spirals.

In response to rising prevalence of sexually transmitted infection (STI) among teenagers, this study was designed to examine teenage perceptions of sex education, access to services, and attitudes relevant to STI.

A focus group study was conducted in three schools to discuss the sexual health needs of teenagers. Four single sex groups of 14‐15 year olds (two male and two female) comprising six to nine participants met for two one‐hour sessions. Interviews were recorded, transcribed and analysed by two researchers.

Sex education was reported to vary considerably in quality and content both between and within schools. Participants felt that this was due to some teachers being embarrassed, resulting in didactic delivery and lack of discussion. Most participants had received very little information about STI, including how it could be avoided or what to do if infection was suspected. Many felt that it would be useful to have an organised visit to a sexual health/contraceptive clinic as part of the curriculum and that it would also be helpful if clinic staff contributed to their sex education.

Teachers selected participants based on their maturity and willingness to take part, which may have resulted in failure to include those in greatest need of sexual health services.

Teenagers need more comprehensive sex education at an earlier age, delivered by individuals who are expert in the subject and comfortable in its delivery. Information alone is not enough but should be linked to accessible user‐friendly services for contraception and general sexual health.

This paper provides information on teenage sexual health needs in general and to the field of STI in particular.