As marketing knowledge and market competition increase, so too does the eed for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the...

As marketing knowledge and market competition increase, so too does the eed for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the...

Reports some findings with respect to the possibility of classifying service consumers on the basis of their quality expectations. After reviewing traditional types of market segmentation, two hypotheses related to the applicability of service quality expectations as a grouping variable are...

Explores the segmentation by service marketers of the consumer market on the basis of service quality expectations. Measures consumer expectations and various quality dimensions for three commonly purchased professional and three non‐professional services. Evaluates the effect of various...