Journal of Services Marketing: Volume 7 Issue 2

Consumer evaluations of goods and services: implications for services marketing

David E. Hartman, John H. Lindgren

Maintains that many services marketing strategies have been basedon four commonly accepted dimensions. Empirically tests these dimensionsto determine if they are relevant for…

Marketing services that compete with goods

Ruby Roy Dholakia, Meera Venkatraman

Argues that in today′s competitive marketplace, service providershave to compete with goods marketers in addition to other serviceproviders in contexts where different brands of…

Services extension strategy: a viable basis for growth?

Moonkyu Lee, Francis M. Ulgado

Examines how customers react to service extensions, or the use ofan established company name to enter new service categories or classes.Reports the findings of an experiment…

Using employees as advertising spokespersons

Nancy Stephens, William T. Faranda

Tests the effectiveness of three different types of service companyemployees as advertising spokespersons in an experiment involving printadvertisements for a bank and a hotel…

Consumer evaluation processes in a service letting

Margaret L. Friedman, Lois J. Smith

Tests, through a child care choice survey, a number of hypothesesput forward by Zeithaml concerning the process of consumer search forservices. Finds that personal sources of…