Journal of the Academy of Marketing Science

, Volume 18, Issue 1, pp 43–49 | Cite as

Development of a taxonomy of services to gain strategic marketing insights

  • John Bowen
Article

Abstract

A theme emerging in the services marketing literature indicates that services marketers should look beyond their own industry boundaries to gain marketing insight. A number of conceptual typologies for grouping services have been developed. However, none of these conceptualizations have been studied empirically.

This article presents an empirically based taxonomy, developed through cluster analysis of consumer's perceptions of services. The results of the study offer several insights into strategic marketing for service marketers.

Keywords

Service Firm Service Market Fast Food Restaurant American Market Association Service Marketing 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Academy of Marketing Science 1990

Authors and Affiliations

  • John Bowen
    • 1
  1. 1.University of HoustonHoustonUSA

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