ABSTRACT
During the last 12 years or so, many “service” industries-including airlines, attorneys, physicians, accountants, and insurance companies-have adopted the marketing concept (McCarthy and Perreault, 1984). Further evidence of marketing’s role in the service industries is seen in the academic community by a growing number of articles in the Journal of Marketing that address service industry issues (Lovelock, 1983; Parasuraman, Ziethaml, and Berry, 1985), the Proceedings series by the American Marketing Association, the Journal of Professional Services Marketing, and the Journal of Services Marketing.
