TY - JOUR
AU - Bowen, John
AB - A theme emerging in the services marketing literature indicates that services marketers should look beyond their own industry boundaries to gain marketing insight. A number of conceptual typologies for grouping services have been developed. However, none of these conceptualizations have been studied empirically.This article presents an empirically based taxonomy, developed through cluster analysis of consumer's perceptions of services. The results of the study offer several insights into strategic marketing for service marketers.
TI - Development of a taxonomy of services to gain strategic marketing insights
JF - Journal of the Academy of Marketing Science
DO - 10.1007/bf02729761
DA - 1990-12-01
UR - https://www.deepdyve.com/lp/springer-journals/development-of-a-taxonomy-of-services-to-gain-strategic-marketing-BrLXfghRhk
SP - 43
EP - 49
VL - 18
IS - 1
DP - DeepDyve
ER -