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| Author: | Schembri, S. Sandberg, J. |
| Title: | Service quality and the consumer's experience: towards an interpretive approach |
| Journal: | Marketing Theory
2002 : JUN, VOL. 2:2, p. 189-205 |
| Index terms: | Consumer expectations Service quality |
| Freeterms: | Ontology Consumer orientation |
| Language: | eng |
| Abstract: | The authors propose an alternative approach to service quality research that aims towards a more genuine understanding of the consumer's perspective on quality experienced within a service context. Contemporary service quality research is suggested to be limited in its inherent third-person perspective and the interpretive, specifically phenomenographic, approach put forward here is suggested as a means of achieving a first-person perspective on service quality. |
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