Services Marketing Reading List
Compiled by Mary C. Gilly
University of California, Irvine
1995
downloaded from:
SERVNET - Services Marketing Internet Group
Services Marketing "Classics"
Shostack, Lynn G. (1977), "Breaking Free From Product Marketing," Journal of
Marketing, 41(April), 73-80.
Enis, Ben M. and Kenneth J. Roering (1981), "Services Marketing: Different
Products, Similar Strategies," in Marketing of Services, J. H. Donnelly and
W. R. George (eds.), Chicago: American Marketing Association, 1-4.
Lovelock, Christopher (1981), "Why Marketing Management Needs to be
Different For Services," in Marketing of Services, J. H. Donnelly and W. R.
George (eds.), Chicago: American Marketing Association, 5-9.
Levitt, Theodore (1981), "Marketing Intangible Products and Product
Intangibles," Harvard Business Review, (May-June), 94-107.
Lovelock, Christopher (1983), "Classifying Services to Gain Strategic
Marketing Insights," Journal of Marketing, 47(Summer), 9-20.
Parasuraman, A., Valarie A. Zeithaml and Leonard L. Berry (1985), "A Model
of Service Quality and Its Implications for Future Research," Journal of
Marketing, 49(Fall), 41-50.
Zeithaml, Valarie A., A. Parasuraman, and Leonard L. Berry (1985), "Problems
and Strategies in Services Marketing," Journal of Marketing, 49(Spring),
33-46.
Guiltinan, J. P. (1987), "The Price Bundling of Services: A Normative
Framework," Journal of Marketing, 51(April), 74-85.
Zeithaml, Valarie A., Leonard L. Berry and A. Parasuraman (1988),
"Communication and Control Processes in the Delivery of Service Quality,"
Journal of Marketing, 52(April), 35-48.
Parasuraman, A., V. Zeithaml and L. L. Berry (1988), "SERVQUAL: A
Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality,"
Journal of Retailing, 64(1), 5-37.
Bitner, Mary Jo, Bernard H. Booms and Mary Stanfield Tetrault (1990), "The
Service Encounter: Diagnosing Favorable and Unfavorable Incidents," Journal
of Marketing, 54(January), 71-84.
Recent Debates about Service Quality Measurement
Bolton, Ruth N. and James H. Drew (1991), "A Multistage Model of Customers'
Assessments of Service Quality and Value," Journal of Consumer Research,
17(March), 375-84.
Cronin, Joseph J. and Steven A. Taylor (1992), "Measuring Service Quality:
A Reexamination and Extension," Journal of Marketing, 56(July), 55-68.
Cronin, Joseph J. and Steven A. Taylor (1994), "SERVPERF Versus SERVQUAL:
Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement
of Service Quality," Journal of Marketing, 58(January), 125-131.
Parasuraman, A., Valarie A. Zeithaml and Leonard L. Berry (1994),
"Reassessment of Expectations as a Comparison Standard in Measuring Service
Quality: Implications for Further Research," Journal of Marketing,
58(January), 111-124.
Teas, R. Kenneth (1993), "Expectations, Performance Evaluation, and
Consumers' Perceptions of Quality," Journal of Marketing, 57(October), 18-34.
Boulding, William, Ajay Kalra, Richard Staelin and Valarie A. Zeithaml
(1993), "A Dynamic Process Model of Service Quality: From Expectations to
Behavioral Intentions," Journal of Marketing Research, 30(February), 7-27.
Teas, R. Kenneth (1994), "Expectations as a Comparison Standard in Measuring
Service Quality: An Assessment of a Reassessment," Journal of Marketing,
58(January), 132-139.
Other Recent Services Marketing Research on a Variety of Issues
Reichheld, Frederick F. and W. Earl Sasser, Jr. (1990), "Zero Defections:
Quality Comes to Services," Harvard Business Review, 68(September-October),
105-111.
Hui, Michael K. and John E.G. Bateson (1991), "Perceived Control and the
Effects of Crowding and Consumer Choice on the Service Experience," Journal
of Consumer Research, 18(September), 185-93.
Murray, Keith B. (1991), "A Test of Services Marketing Theory: Consumer
Information Acquisition Activities," Journal of Marketing, 55(January), 10-25.
Bitner, Mary Jo (1992), "Servicescapes: The Impact of Physical Surroundings
on Customers and Employees," Journal of Marketing, 56(April), 57-71.
Bharadwaj, S. G., P. R. Varadarajan, and J. Fahy (1993), "Sustainable
Competitive Advantage in Service Industries: A Conceptual Model and
Research Propositions," Journal of Marketing, 57(October), 83-99.
Erramilli, M. K. and C. P. Rao (1993), "Service Firms' International
Entry-Mode Choice: A Modified Transaction-Cost Analysis Approach," Journal
of Marketing, 57(July), 19-38.
Arnould, Eric J. and Linda L. Price (1993), "River Magic: Extraordinary
Experience and the Extended Service Encounter," Journal of Consumer
Research, 20(June), 24-45.
Bitner, Mary Jo, Bernard H. Booms, and Lois A. Mohr (1994), "Critical
Service Encounters: The Employee's Viewpoint," Journal of Marketing,
58(October), 95-106.
Articles Tracing the Origin, Evolution and Future of Services Marketing
Leonard L. Berry and A. Parasuraman (1993), "Building a New Academic
Field--The Case of Services Marketing," Journal of Retailing, 69(Spring),
13-60.
Fisk, R. P., S. W. Brown, and M. J. Bitner (1993), "Tracking the Evolution
of the Services Marketing Literature," Journal of Retailing, 69(Spring),
61-10
