Citation
McAuley, A. (1999), "Editorial", Journal of Marketing Practice: Applied Marketing Science, Vol. 5 No. 2. https://doi.org/10.1108/jmpams.1999.15505baa.001
Publisher
:Emerald Group Publishing Limited
Copyright © 1999, MCB UP Limited
Editorial
In this second issue of Volume 5 there are two articles submitted after the 10th UK Services Marketing Workshop held at the University of Stirling in November 1997. The two articles provide different perspectives on the issue of service quality. Dawes and Rowley have produced a framework which links the various elements of negative service quality. Through this model they show in a practical way how it could be used to better understand consumer reactions to the service experience. In sharp contrast to the conceptual approach of Dawes and Rowley the second article by Murphy asserts that good service quality can be achieved and sustained in much the same way as manufacturing industry approaches quality control. Based on a study of reception service activities within a hospital a model of operations control in service operations is proposed and evaluated. Murphy concludes that it is possible to not only measure quality but that continuous improvement can be sustained.
Andrew McAuleyEditor