Adoption of a Service Innovation: a Case Study with Managerial Implications
William E. Warren
(Assistant professor of marketing at the University of Southern Mississippi. He received his DBA with a concentration in marketing from Memphis State University and his MS from the University of Tennessee.)
C.L. Abercrombie
(Professor of marketing and former chairman of the Department of Marketing at Memphis State University. He earned Ph.D. in marketing from the University of Illinois and has served on the faculty of the University of Missouri.)
Robert L. Berl
(Chairperson and associate professor of marketing at Memphis State University. He earned Ph.D. with a con‐centration in marketing from Georgia State University in 1983 and earned his MBA in finance from the University of Cincinnati in 1959.)
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Abstract
Reviews the findings of a study investigating the adoption of a service innovation and the relative importance to consumers in making the adoption decision. Suggests managerial implications and recommendations as a result of the study. Identifies other service industries to which the implications could be relevant. Includes an appendix describing the methodology of the study.
Keywords
Citation
Warren, W.E., Abercrombie, C.L. and Berl, R.L. (1989), "Adoption of a Service Innovation: a Case Study with Managerial Implications", Journal of Services Marketing, Vol. 3 No. 1, pp. 21-33. https://doi.org/10.1108/EUM0000000002479
Publisher
:MCB UP Ltd
Copyright © 1989, MCB UP Limited