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| Author: | Murray, K. Schlacter, J. |
| Title: | Using consumer perceptions to operationalize the service construct: exploratory research in theory extension and validation |
| Journal: | Psychology & Marketing
1995 : SEP, VOL. 12:6, p. 501-530 |
| Index terms: | CONSUMERS SERVICE RESEARCH |
| Language: | eng |
| Abstract: | Despite the ascendancy of services marketing as a topic of interest, an absence of empirical validation measures and well-grounded research techniques in the area is evident. This article explores the need for marketing to develop an approach by which services marketing empirical research can be advanced. A methodology is proposed that operationalizes the service construct by identifying consumer perceptions of goods and services. |
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