Journal of Services Marketing: Volume 12 Issue 2

Subject:

Table of contents

Segmenting purchasers of organisational professional services: a risk‐based approach

V.‐W. Mitchell

The high cost and importance of organisational professional services together with the often uncertain outcomes can evoke significant risk in their purchase. Using the…

1474

Advertising appeals used by services marketers: a comparison between Hong Kong and the United States

Louisa Ha

Both Hong Kong and the USA are capitalistic open markets with a highly developed service industry. This study examines the advertising appeals used by services marketers in these…

3766

Benchmarking quality goals in service systems

Wen‐Hsien Chen

Services touch the lives of every person in every country every day. Today, intense global competition and increasing customer expectation have forced service firms to adopt…

2514

Symbols in service advertisements

Cathy J. Cobb‐Walgren, Lois A. Mohr

Studies the presence of symbols in the service advertisements. Examines the denotative visual content of service advertisements from 1982‐1992 in order to better understand the…

2470
Cover of Journal of Services Marketing

ISSN:

0887-6045

Online date, start – end:

1987

Copyright Holder:

Emerald Publishing Limited

Open Access:

hybrid

Editors:

  • Dr Rebekah Russell-Bennett
  • Dr. Mark Rosenbaum