Purpose – The purpose of this paper is to provide services marketers with a deeper understanding of the elements that characterize mass services. The paper shows that many studies have been conducted within the context of professional and retail services, knowledge of mass service contexts is...

ABSTRACT Purpose This study aims to develop and test a service-based demographic framework for studying service quality perceptions. Specifically, the effect of level of service contact and key demographic variables of age, gender and income on service quality perceptions is...