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Baines, Fill, & Rosengren: Marketing 4e

Chapter 15: Research insights (seminal paper links)

  • Research Insight 15.1

    Shostack, G. L. (1977), ‘Breaking free from product marketing’, Journal of Marketing, 41, (April), 73–80.

  • Research Insight 15.2

    Parasuraman, A., Zeithaml, V., and Berry, L. L. (1988), ‘SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality’, Journal of Retailing, 64, 1, 5–37.

  • Research Insight 15.3

    Reichheld, F. F. and Sasser, E. W. (1990), ‘Zero defections: quality comes to services’, Harvard Business Review, September, 105–11.

  • Research Insight 15.4

    Morgan, R. M. and Hunt, S. D. (1994), ‘The commitment–trust theory of relationship marketing’, Journal of Marketing, 58 (July), 20–38.

  • Research Insight 15.5

    Meyer, C. and Schwager, A. (2007), ‘Understanding customer experience’, Harvard Business Review, February, 117–26.