Abstract
A survey of firms marketing consumer and/or industrial services was undertaken to determine the extent to which they are incorporating recommendations from services marketing research. Results of the survey reveal that services marketing research and the strategy recommendations generated from that research appear to have had some influence on service quality/customer satisfaction measurement and management. An encouraging number of the firms surveyed are incorporating services marketing research findings in their measurement of service quality/customer satisfaction, as well as utilizing guidelines suggested by services marketing research in the management of service quality/customer satisfaction measurement information, i.e., the dissemination and use of the results of these programs.
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© 2015 The Academy of Marketing Science
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Bienstock, C.C., Mentzer, J.T., Kahn, K.B. (2015). How are Service Firms Measuring and Managing Service Quality/Customer Satisfaction?. In: Wilson, E.J., Hair, J.F. (eds) Proceedings of the 1996 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13144-3_45
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DOI: https://doi.org/10.1007/978-3-319-13144-3_45
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13143-6
Online ISBN: 978-3-319-13144-3
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