Summary
Contents
Subject index
In this book leading scholars and practitioners present the latest research and theory in customer satisfaction and services marketing with a wealth of stimulating ideas. Topics discussed include: the measurement of the managerial impact on service quality improvement; new methods of assessing the various elements of service quality; and philosophies of the nature of customer value. The diverse viewpoints of the contributors reveal the variety of emerging ideas on the subject of service quality.
Price and Advertising as Market Signals for Service Quality
Price and Advertising as Market Signals for Service Quality
Market signals, such as advertising and price, are information that firms transfer to their customers. A continuing question is the extent to which such signals are reliable. We examine this issue, focusing on the extent to which potential and current customers of a firm can rely on market signals in evaluating service quality. Our analysis draws heavily from the economic literature to develop a series of empirically testable hypotheses concerning services.
A continuing area of research in marketing and economics is the role markets can play in transferring information from firms ...
- Loading...