Purpose – This study seeks to devise a research instrument designed to test the direct effects of technical and functional elements of the service encounter on behavioral intentions. Design/methodology/approach – Using data collected from eight different countries, the survey instrument was...

The diversity of the health care sector makes it difficult to come up with managerially useful generalizations concerning marketing practice in health care organizations. Develops specific categories of health care offerings and proposes a two‐by‐two matrix for classifying health care...