A Framework for Conducting a Services Marketing Audit
Journal of the Academy of Marketing SciencePublished 1 June 1991
Leonard L. Berry, Jeffery S. Conant, A. Parasuraman
Citations82
SJR quartileQ1
SJR score6.90
SNIP4.39
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Abstract
The marketing audit literature does not adequately reflect the development of the services marketing field in recent years. This article makes a case for a servives marketing audit, presents a framework for conducting such an audit, and discusses the lessons learned from a field test of the framework.
Keywords
Business, Management and Accounting
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