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A framework for conducting a services marketing audit

Abstract

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.

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Berry, L.L., Conant, J.S. & Parasuraman, A. A framework for conducting a services marketing audit. JAMS 19, 255–268 (1991). https://doi.org/10.1007/BF02726500

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