A framework for conducting a services marketing audit

Leonard L. Berry, Jeffrey S. Conant, Ananthanarayanan Parasuraman

Research output: Contribution to journalArticle

60 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)255-268
Number of pages14
JournalJournal of the Academy of Marketing Science
Volume19
Issue number3
DOIs
StatePublished - Jun 1991
Externally publishedYes

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ASJC Scopus subject areas

  • Economics and Econometrics
  • Marketing
  • Business and International Management

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