A framework for conducting a services marketing audit Academic Article uri icon

abstract

  • The marketing audit literature does not adequately reflect the development of the services marketing field in recent years. This article makes a case for a servives marketing audit, presents a framework for conducting such an audit, and discusses the lessons learned from a field test of the framework. © 1991 Academy of Marketing Science.

altmetric score

  • 5.08

author list (cited authors)

  • Berry, L. L., Conant, J. S., & Parasuraman, A.

citation count

  • 69

publication date

  • June 1991