Qualitative research has not been viewed as a rigorous alternative to established quantitative methods in postgraduate marketing research. However, this paper reports on the Australian development of a successful, structured approach to using the case study methodology in postgraduate research....

Japan has the world’s second largest food service sector and its food market is three times greater than all other Asian food markets combined. Thus, exports of fresh fruit to Japan have potential for growth, but little research has been done about Japanese fresh fruit markets. Examines...

This article aims to help bankers and managers of financial institutions to understand the importance of customer service. It shows that poor customer service is a cancer and that service quality is now more important than the “4Ps” of the marketing mix. Four steps of a customer service...

Most research about relationships and networks concentrates on social bonds such as trust and commitment. Little research considers technical bonds and how they interact with social bonds within a relationship. Thus this research investigates how technical bonds of information technology link...

The purpose of this research is to answer the question: how can a new service development (NSD) program in the financial services industry be managed? More specifically, this research has two objectives: to explore the stages in the NSD process; and to explore how customer input may be obtained...

Investigates whether success factors for Australian services firms that export to Asia are consistent with the theory of relationship marketing, and demonstrates the power of the in‐depth interview methodology for exploring marketing theory. Relationship marketing theory suggests that services...