The objective of this paper is to examine the country of origin (COO) research as it applies to services. This stream … of research has seemed to focus on products since the 1960s, but has been applied to services in only a very few areas …. This dearth of research is surprising as trade in international services has increased greatly in recent years and …

In this study, we examined the degree to which integrated marketing communication (IMC) might be manifested in services … advertising. Using one of Lovelock’s typologies of services as a framework for classifying different services with respect to …, with the exception that services advertisements that reflected tangible acts (lawn care, hairstyling) were more highly …

This paper examines two fields of research, services advertising theory and advertising theory. These two areas would … the reasons for this disparity and proposes that the integration of general advertising models into the services … in the context of services. The grid provides a practical framework for classification and amalgamates a number of …

Services are inherently intangible, and high on experience as well as credence quality. To promote services effectively … investigated in a higher educational setting, with a focus on learning augmentation services. The results indicate that although …

satisfaction, in the particular case of multiservice organisations. These organisations offer a range of services to their … take into consideration not only the perceived quality of each of the services, but also the perceived overall quality of …

In the services marketing literature, few service classifications are based on how customers view services, and fewer … examined how US and French customers perceived and classified a set of 13 services based on multidimensional scaling. Service … classifications were developed on a perceptual space where the actual services were mapped for two countries, the USA and France. The …

survey is used to examine relationship types across four service industries (healthcare, financial services, hair care, and …