Value co-creation: concept and measurement

The Measurement of Observer Agreement for Categorical Data

J. Richard Landis, Gary G. Koch · Biometrics · 1977 · 78.9K citations · Full text

Public Health, Biostatistics, Categorical Data Analysis +12

Evaluating Structural Equation Models with Unobservable Variables and Measurement Error

Claes Fornell, David F. Larcker · Journal of Marketing Research · 1981 · 60.8K citations

Social Sciences, Educational Measurement, Econometrics +15

SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality

A. Parasuraman, Leonard L. Berry, Valarie A. Zeithaml · Zenodo (CERN European Organization for Nuclear Research) · 1988 · 21.2K citations · Full text

Business, Marketing, Marketing Management +12

The Commitment-Trust Theory of Relationship Marketing

Robert M. Morgan, Shelby D. Hunt · Journal of Marketing · 1994 · 17.4K citations

Business, Marketing, Marketing Management +10

Evolving to a New Dominant Logic for Marketing

Stephen L. Vargo, Robert F. Lusch · Journal of Marketing · 2003 · 14.4K citations

Business, Marketing, Marketing Management +7