Services research

Mark Gabbott

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


This chapter deals with services research, which contains a complex and wide ranging set of issues. In marketing, our clear challenge is to respond to customers in such a way as to increase their satisfaction, thereby increasing the probability of their return. In practice, it is sometimes difficult to establish what makes customers satisfied and, equally, what the organisation can do to make them more satisfied This chapter presents a discussion of services and highlights the main research problems associated with listening to service customers It then provides a summary of the main research methods that can be applied with a degree of confidence to services research problems. Finally, it summarises two holistic models of service quality and looks at the problems and pitfalls of using online data collection methods.
Original languageEnglish
Title of host publicationServices marketing
Subtitle of host publicationa managerial approach
EditorsJ.R McColl-Kennedy
Place of PublicationMilton, Qld.
PublisherJohn Wiley & Sons
ISBN (Print)0470800682
Publication statusPublished - 2003
Externally publishedYes


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