search query: @author Murray, K. / total: 6
reference: 4 / 6
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, and which provides a practical basis for conducting empirical research. |
SCIMA