The segmentation–targeting–positioning conceptual framework has been the traditional foundation and genesis of marketing strategy formulation. The authors propose a general clusterwise bilinear spatial model that simultaneously estimates market segments, their composition, a brand space, and...

Drawing on insights from the extant service‐quality literature (which is dominated by an end‐consumer focus), this paper examines customer service in business‐to‐business markets. It first presents a typology of seller‐customer links and discusses the domain of customer service in...

The publication of the first results of the SERVQUAL instrument provoked a debate on how best to measure service quality. With more than a decade since the publication of those results many researchers have attempted to demonstrate the efficacy, or not, of the SERVQUAL instrument, or to develop...

Purpose Umrah is a religious ritual that takes place inside the Holy Mosque in Makkah. Umrah can be performed any time during the year; however, performing Umrah in the month of Ramadan is much rewarded. Although the kingdom of Saudi Arabia is hosting this event each year, studies that focus on...