A framework for conducting a services marketing audit

Autor:	A. Parasuraman, Leonard L. Berry, Jeffrey S. Conant
Rok vydání:	1991
Předmět:	Marketing Economics and Econometrics Service quality Knowledge management business.industry Services marketing Audit Public relations Quantitative marketing research Marketing management Business marketing Market orientation Business and International Management Marketing research business
Zdroj:	Journal of the Academy of Marketing Science. 19:255-268
ISSN:	1552-7824 0092-0703
DOI:	10.1007/bf02726500
Popis:	The marketing audit literature does not adequately reflect the development of the services marketing field in recent years. This article makes a case for a servives marketing audit, presents a framework for conducting such an audit, and discusses the lessons learned from a field test of the framework.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::454d127dd4991f76125a1fad6d3b60a4 https://doi.org/10.1007/bf02726500 Zobrazit plný text záznamu Plný text ve formátu PDF