Musings on Relevance and Rigor of Scholarly Research in Marketing

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

A Paradigm for Developing Better Measures of Marketing Constructs

Gilbert A. Churchill · Journal of Marketing Research · 1979 · 12.7K citations

Business, Marketing, Marketing Management +2

An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment

David W. Gerbing, James C. Anderson · Journal of Marketing Research · 1988 · 5.9K citations

Education, Educational Assessment, Educational Measurement +12

Built to last: Successful habits of visionary companies

James C. Collins, Jerry I. Porras · Long Range Planning · 1996 · 2.3K citations · Full text

Management, Marketing, Organizational Behavior +7

Markor: A Measure of Market Orientation

Ajay K. Kohli, Bernard J. Jaworski, Ajith Kumar · Journal of Marketing Research · 1993 · 2.1K citations

Business, Marketing, Marketing Management +7