An investigation of marketing problems across service typologies

Michael Clemes (Senior Lecturer, Commerce Division, Lincoln University, Canterbury, New Zealand)
Diane Mollenkopf (Senior Lecturer, Commerce Division, Lincoln University, Canterbury, New Zealand)
Darryl Burn (Senior Product Manager‐Services Development, Telecom, Wellington, New Zealand)

Journal of Services Marketing

ISSN: 0887-6045

Publication date: 1 December 2000

Abstract

Focuses on the commonly cited marketing problems that arise from the special characteristics of services. Empirically tests for the differing impact of these problems among service organizations, by assessing marketing managers’ perceptions about the problems that their organizations face. Results suggest that managers from three main service typologies (based on Silvestro et al’s 1992 classification scheme) do perceive differences in the degree of impact the problems have on their organizations. The findings and their strategic implications for marketing managers are discussed, along with limitations and future areas of research.

Keywords

Citation

Clemes, M., Mollenkopf, D. and Burn, D. (2000), "An investigation of marketing problems across service typologies", Journal of Services Marketing, Vol. 14 No. 7, pp. 573-594. https://doi.org/10.1108/08876040010352754

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Publisher

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MCB UP Ltd

Copyright © 2000, MCB UP Limited

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