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Looking back to see forward in services marketing: some ideas to consider

J. Joseph Cronin Jr (J. Joseph Cronin Jr is the Carl DeSantis Professor of Business Administration, College of Business, Florida State University, Tallahassee, Florida, USA.)

Managing Service Quality: An International Journal

ISSN: 0960-4529

Article publication date: 1 October 2003

3278

Abstract

The article considers the applicability of traditional attitude and other constructs in service quality research. It is suggested that the effects of perceived service quality may be masked by non‐linear relationships and under‐identified explanatory models. Constructs that might assist researchers and practitioners improve their service quality research and strategies are identified.

Keywords

Citation

Cronin, J.J. (2003), "Looking back to see forward in services marketing: some ideas to consider", Managing Service Quality: An International Journal, Vol. 13 No. 5, pp. 332-337. https://doi.org/10.1108/09604520310495813

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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