haku: @author Murray, / yhteensä: 124
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| Tekijä: | Murray, K. Schlacter, J. |
| Otsikko: | Using consumer perceptions to operationalize the service construct: exploratory research in theory extension and validation |
| Lehti: | Psychology & Marketing
1995 : SEP, VOL. 12:6, p. 501-530 |
| Asiasana: | CONSUMERS SERVICE RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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