Consumer evaluations of goods and services: implications for services marketing

Autor:	David E. Hartman, John H. Lindgren
Rok vydání:	1993
Předmět:	Marketing Return on marketing investment Marketing management Goods and services Digital marketing business.industry Business marketing Services marketing business Marketing research Marketing strategy
Zdroj:	Journal of Services Marketing. 7:4-15
ISSN:	0887-6045
Popis:	Maintains that many services marketing strategies have been based on four commonly accepted dimensions. Empirically tests these dimensions to determine if they are relevant for developing services marketing strategies in consumer markets. Shows that while they perceive significant differences between goods and services, they use evaluative dimensions that are somewhat different from those proposed by the services marketing literature. Concludes that consumer‐driven strategies are more effective than strategies based on commonly accepted conceptual dimensions of services.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::4f9ab56eae93d56191cdd87580c8a150 https://doi.org/10.1108/08876049310038364 Zobrazit plný text záznamu