Quality improvements in a services marketing context

Abstract

Focuses on the issue of how to improve quality in marketing with references to a services context. Offers a definition of Services Marketing and Quality in Marketing and attempts to match the dimensions of both by way of a Holistic Model for quality improvement in a services context. Applies model to a services marketing situation, namely the Stena Sealink company′s attempt at improving the quality of its marketing offerings.

Citation

Gilmore, A. and Carson, D. (1993), "Quality improvements in a services marketing context", Journal of Services Marketing, Vol. 7 No. 3, pp. 59-71. https://doi.org/10.1108/08876049310044583