Discusses the advantages of using qualitative methods for services marketing research. Describes in particular the use of an “integrative” qualitative research methodology in relation to a study concerning quality in marketing in a services context. Suggests that the development of an...

Considers the more recent literature concerning the measurement of service quality, and questions whether there has been real research progression.

Focuses on the issue of how to improve quality in marketing with references to a services context. Offers a definition of Services Marketing and Quality in Marketing and attempts to match the dimensions of both by way of a Holistic Model for quality improvement in a services context. Applies...

Given the inherent characteristics of services, the implementation of service delivery can be problematic. Looks initially at some of the more frequent implementation problems which occur in service organizations. Considers a framework for identifying and recognizing the details involved in...