Convenience in Services Marketing

Abstract

Suggests that the construct of convenience has not been properly defined and operationalized by managers and should be regarded as multidimensional. Proposes a conceptual framework for examining the convenience of services, thus permitting strategic and tactical marketing opportunities to be highlighted. Discusses implications for managers of this framework. Reviews a framework for marketing consumer products published in another journal and applies it to service marketing.

Citation

Brown, L.G. (1990), "Convenience in Services Marketing", Journal of Services Marketing, Vol. 4 No. 1, pp. 53-59. https://doi.org/10.1108/EUM0000000002505