Journal of Services Marketing · 1992 · 38 citations · 0 references
BusinessMarketingMarketing ManagementAdvertisingConsumer BehaviorServices MarketingAdvertising ManagementAdvertising PersuasionAdvertising StrategyBusiness Service MarketingService CommunicationService QualityAdvertising Message DesignMagazine AdvertisingPerceived Service QualityService AdvertisingService Quality CommunicationService Quality ModelsService Quality Perception
Reports on a study attempting to understand whether, and how, service providers try to communicate quality of their services via advertising. Finds that few quality cues are present in magazine advertising for services. Offers examples and suggestions for the effective conveying of quality through advertising messages.