Abstract
Most prior research in services marketing has been strongly influenced by the GAPs model of service quality, which emphasizes understanding customer expectations. While prior work in this area focused upon understanding customer expectations, few studies dealt with the linkage between service provider understanding of customer expectations and profitability. This study attempts to extend the previous research by examining the effects of understanding customer expectations on sales of dental service providers. It also investigates the demographic and marketing correlates of sales of dental services.
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© 2015 Academy of Marketing Science
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Wymer, W.W., Zhu, F.X. (2015). Gap Analysis and Services Marketing: Does Understanding Your Customers Really Improve Sales?. In: Ford, J., Honeycutt, Jr., E. (eds) Proceedings of the 1998 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13084-2_37
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DOI: https://doi.org/10.1007/978-3-319-13084-2_37
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Publisher Name: Springer, Cham
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Online ISBN: 978-3-319-13084-2
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