Purpose: The purpose of this paper is to promote a broadened view of service research and to demonstrate a path for integrating interdisciplinary perspectives with services marketing. Design/methodology/approach: Two major streams of service literature are reviewed, highlighting key conceptual...

Purpose – This study seeks to devise a research instrument designed to test the direct effects of technical and functional elements of the service encounter on behavioral intentions. Design/methodology/approach – Using data collected from eight different countries, the survey instrument was...

The diversity of the health care sector makes it difficult to come up with managerially useful generalizations concerning marketing practice in health care organizations. Develops specific categories of health care offerings and proposes a two‐by‐two matrix for classifying health care...