A framework for conducting a services marketing audit
Leonard L. Berry, Jeffrey S. Conant, A. Parasuraman
Journal of the Academy of Marketing Science · 1991 · Volume 19 · Issue 3
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.
Keywords
Marketing, Service Quality, Market Orientation, Service Firm, Service Market
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