This paper assesses International Joint Venture (IJV) marketing performance in the Republic of Thailand, as opposed to general business performance. Furthermore, the paper develops an objective measure to assess IJV marketing performance and compares two different types of measures for measuring...

Understanding the contribution of marketing to economic and social outcomes is fundamental to broadening the focus of marketing. The authors develop a comprehensive model that integrates the impact of service quality and service satisfaction on both economic and societal outcomes. The model is...

Full-text of this article is not available in this e-prints service. This article was originally published [following peer-review] in Journal of Marketing Practice: Applied Marketing Science, published by and copyright Emerald Group Publishing Ltd.

During the last decade much research has been done on consumer perceptions in the so-called pure services with scant attention being devoted to the analysis of retail services associated with the marketing of goods. However, in recent years the service quality debate received much attention and...

The ability to attract and retain customers through providing excellent service quality is a necessity for any business in every field. However, before a firm can expect to consistently provide high quality service, it must first know how to measure and identify areas of needed improvement....

Life Insurance is pure service in which customer face more difficulty in evaluation of quality as compared to goods. Moreover there is also a pure competition in life insurance industry in India.Each service provider is doing hard to satisfy their customers by match the customer’s expectation...