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Conveying Service Quality Through Advertising

Ellen Day (Ph.D., Indiana University) is an associate professor of marketing at The University of Georgia)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 1 April 1992

Abstract

Reports on a study attempting to understand whether, and how, service providers try to communicate quality of their services via advertising. Finds that few quality cues are present in magazine advertising for services. Offers examples and suggestions for the effective conveying of quality through advertising messages.

Keywords

Citation

Day, E. (1992), "Conveying Service Quality Through Advertising", Journal of Services Marketing, Vol. 6 No. 4, pp. 53-61. https://doi.org/10.1108/08876049210037159

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited