Scales in services marketing research: A critique and way forward

European Journal of Marketing

Volumn 43, Issue 5-6, 2009, Pages 640-651

  Gilmore, Audrey ^a   McMullan, Rosalind ^b  

^a UNIVERSITY OF ULSTER   (United Kingdom)

^b AUBURN UNIVERSITY   (United States)

Author keywords

Market research; Qualitative methods; Quantitative methods; Services marketing

Indexed keywords

EID: 69849085989     PISSN: 03090566     EISSN: None     Source Type: Journal    
DOI: 10.1108/03090560910946972     Document Type: Article

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