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“Integrative” qualitative methods in a services context
Gilmore, Audrey
;
Carson, David
- In:
Marketing Intelligence & Planning
14
(
1996
)
6
,
pp. 21-26
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...
Persistent link: https://www.econbiz.de/10014946547
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2
European Journal of Marketing
Gilmore, Audrey
;
Carson, David
- In:
Marketing Intelligence & Planning
10
(
1992
)
7
,
pp. 5-7
Considers the more recent literature concerning the measurement of service quality, and questions whether there has been real research progression.
Persistent link: https://www.econbiz.de/10014946874
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3
Quality improvements in a services marketing context
Gilmore, Audrey
;
Carson, David
- In:
Journal of Services Marketing
7
(
1993
)
3
,
pp. 59-71
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...
Persistent link: https://www.econbiz.de/10014905505
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