What is the best way for service organizations to evaluate and motivate service employees so that customers are retained and new customers are attracted? What motivates service employees to deliver high quality service? Are there actions a service organization can take, e.g. way of evaluating,...

Purpose – Previous research shows that question order affects responses, but does not indicate which order is more accurate. This study aims to examine the effect of three question orders on measurements of SERVQUAL and global quality in an effort to determine which order produced the most...

<title>ABSTRACT</title> Colleges and universities are faced with the necessity of raising tuition rates to meet the ever increasing costs of providing higher education. How those increases are marketed may influence the typical negative impact such increases have on enrollments. This study examines whether...

Purpose – The purpose of this paper is to contend that one way to advance the social marketing discipline is by introducing students to social marketing concepts during the early stages of their marketing education. Thus, it describes an interdisciplinary group Social Marketing Plan (SMP)...