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.
This is a preview of subscription content, access via your institution.
Buy single article
Instant access to the full article PDF.
Price excludes VAT (USA)
Tax calculation will be finalised during checkout.
Alderson, Wroe. 1957.Marketing Behavior and Executive Action. Homewood, IL: Irwin.
Bateson, John E.G. 1979. “Why We Need Service Marketing.” InConceptual and theoretical Developments in Marketing, pp 131–146. Eds. O.C. Ferrell, S.W. Brown, and C.W. Lamb. Chicago: American Marketing Association.
Berkowitz, Eric N. and William A. Flexner. 1978. “The Marketing Audit: A Tool for Health Service Organization.”Health Care Management Review 3 (Fall): 51–57.
Berry, Leonard L. 1980. “Services Marketing Is Different.”Business 30 (May–June): 24–29.
— 1983. “Relationship Marketing.” InEmerging Perspectives on Services Marketing, pp.25–28.Eds. L.L. Berry, G.L. Shostack, andG.D. Upah.Chicago:American Marketing Association.
— 1986. “Big Ideas in Services Marketing.”Journal of Consumer Marketing 3 (Spring): 47–51.
Berry, Leonard L., Valarie A. Zeithaml, and A. Parasuraman. 1985. “Quality Counts in Services, Too.”Business Horions 28 (May–June): 44–52.
Bitner, Mary Jo, Bernard M. Booms, and Mary Stanfield Tetreault. 1990. “The Service Encounter: Diagnosing Favorable and Unfavorable Incidents.”Journal of Marketing 54 (January): 71–84.
Buzzell, Robert D., and Bradley T. Gale. 1987.The PIMS Principles-Linking Strategy to Performance. New York: The Free Press.
Capella, Louis M., and William S. Sekely. 1978. “The Marketing Audit: Methods, Problems and Perspectives.”Akron Business and Economic Review 9 (Fall): 37–41.
Chase, Richard B. 1978. “Where Does the Customer Fit in A Service Operation?”Harvard Business Review 56 (November–December): 137–142.
Churchill, Gilbert A., Jr. 1979. “A Paradigm for Developing Better Measures of Marketing Constructs.”Journal of Marketing Research 16 (February): 64–73.
Day, George S. 1986.Analysis for Strategic Market Decisions St. Paul, MN: West.
Garvin, David A. 1987. “Competing on the Eight Dimensions on Quality.”Harvard Business Review 65 (November–December): 101–109.
George, William R. 1990. “Internal Marketing and Organizational Behavior: A Partnership in Developing Customer-Conscious Employees at Every Level.”Journal of Business Research 20 (January): 63–70.
Gerbing, David W., and James C. Anderson. 1988. “An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment.”Journal of Marketing Research 25 (May): 186–192.
Gronroos, Christian. 1981. “Internal Marketing—An Integral Part of Marketing Theory.” InMarketing of Services, pp. 236–238. Eds. James H. Donnelly and William R. George. Chicago: American Marketing Association.
—. 1982.Strategic Management and Marketing in the Service Sector. Helsingford: Swedish School of Economics and Business Administration.
—. 1983. “Innovative Marketing Strategies and Organization Structures for Service Firms.” InEmerging Perspectives on Services Marketing, pp. 9–21. Eds. L.L. Berry, G.L. Shostack, and G.D. Upah. Chicago: American Marketing Association.
Kelly, Eugene J., and William Lazer. 1967.Managerial Marketing: Perspectives and Viewpoint. Homewood, IL: Irwin.
Kohli, Ajay K., and Bernard J. Jaworski. 1990. “Market Orientation: The Construct, Research Propositions, and Managerial Implications.”Journal of Marketing 54 (April): 1–18.
Kotler, Philip. 1977. “From Sales Obsession to Marketing Effectiveness.”Harvard Business Review 55 (November–December): 67–75.
—. 1990. “Forward.” InService Management and Marketing— Managing the Moments of Truth in Service Competition. Ed. Christian Gronroos. Lexington, MA: Lexington Books.
Kotler, Philip, William T. Gregor, and William H. Rodgers III. 1977. “The Marketing Audit Comes of Age.”Sloan Managment, Review 18 (Winter): 25–43.
Kotler, Philip, William T. Gregor, and William H. Rodgers III. 1989. “The Marketing Audit Comes of Age—Retrospective Commentary.”Sloan Management Review 30 (Winter): 59–62.
Langeard, Eric, John E.G. Bateson, Christopher H. Lovelock, and Pierre Eiglier. 1981.Services Marketing: New Insights from Consumers and Managers. Cambridge, MA: Marketing Science Institute.
Leonard, Frank S., and W. Earl Sasser. 1982. “The Incline of Quality.”Harvard Business Review 60 (September–October): 163–171.
Levitt, Theodore. 1981. “Marketing Intangible Products and Product Intangibles.”Harvard Business Review 59 (May–June): 94–102.
Lewis, Robert C., and Bernard H. Booms. 1983. “The Marketing Aspects of Service Quality.” InEmerging Perspectives on Services Marketing, pp. 99–107. Eds. L. L. Berry, G.L. Shostack, and G.D. Upah. Chicago: American Marketing Association.
Lovelock, Christopher H. 1983. “Classifying Services to Gain Strategic Marketing Insights.”Journal of Marketing 47 (Summer): 9–20.
Mokwa, Michael P. 1986. “The Strategic Marketing Audit: An Adoption/Utilization Perspective.”The Journal of Business Strategy 6 (Spring): 88–95.
Naylor, John, and Alan Wood. 1978.Practical Marketing Audits: A Guide to Increased Profitability. New York: John Wiley, & Sons.
Nunnally, J. 1978.Psychometric Theory. New York: McGraw-Hill.
Parasuraman, A., Valarie A. Zeithaml, and Leonard L. Berry. 1985. “A Conceptual Model of Service Quality and Its Implications for Future Research,”Journal of Marketing 49 (Fall): 41–50.
Parasuraman, A., Valaria A. Zeithaml, and Leonard L. Berry, 1988. “SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality.”Journal of Retailing 64 (Spring): 12–40.
Payne, Adrian F. 1988. “Developing A Marketing-Oriented Organization.”Business Horizons 31 (May–June): 46–53.
Quelch, John A., Paul W. Farris, and James M. Olver. 1987. “The Product Management Audit.”Harvard Business Review 65 (March–April): 30+.
Reynolds, Edward B. 1959. “Introduction.” InAnalyzing and Improving Marketing Performance: Marketing Audits in Theory and Practice, pp. 5–7. Eds. Albert Newgarden and Eugene R. Bailey. New York: American Management Association.
Shostack, G. Lynn. 1977. “Breaking Free from Product Marketing.”Journal of Marketing 41 (April): 73–80.
Shuchman, Abe. 1959. “The Marketing Audit: Its Nature, Purposes, and Problems.” InAnalyzing and Improving Marketing Performance: Marketing Audits in Theory and Practice, pp. 11–19. Eds. Albert Newgarden and Eugene R. Bailey. New York: Amercan Management Association.
Solomon, Michael R., Carol Suprenant, John A. Czepiel, and Evelyn G. Gutman. 1985. “A Role Theory Perspective on Dyadic Interactions: The Service Encounter.”Journal of Marketing 49 (Winter): 99–111.
Thomas, Dan R.E. 1978. “Strategy is Different in Service Businesses.”Harvard Business Review 56 (July–August): 158–165.
Tirmann, Ernst A. 1971. “Should Your Marketing Be Audited?”European Business (Autumn): 49–56.
Wheatley, Edward W. 1983.Marketing Professional Services. Englewood Cliffs, NJ: Prentice-Hall.
Wilson, Aubrey. 1982.Marketing Audit Check Lists. New York: McGraw-Hill.
Wind, Yoram, and Thomas S. Robertson. 1983. “Marketing Strategy: New Directions for Theory and Research.”Journal of Marketing 47 (Spring): 12–25.
Zeithaml, Valarie A. 1988. “Consumer Perceptions of Price, Quality and Value: A Means-End Model and Synthesis of Evidence.”Journal of Marketing 52 (July): 2–22.
Zeithaml, Valarie A., A. Parasuraman, and Leonard L. Berry. 1985. “Problems and Strategies in Services Marketing.”Journal of Marketing 49 (Spring): 33–46.
About this article
Cite this article
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