As the USA continues to progress toward a service‐based economy, the role of the service employee as a contributor to the success of the organization assumes greater prominence. Examines the pivotal role of the field engineer (FE) in a plain paper copier company. Using qualitative research...

Discusses the advantages of using qualitative methods for services marketing research. Describes in particular the use of an “integrative” qualitative research methodology in relation to a study concerning quality in marketing in a services context. Suggests that the development of an...

The independent health care industry is experiencing turbulence, with competitors currently seeking differentiation using quality focused strategies. In pursuit of such strategies increasing attention is being paid to the customer. Until now, understanding the customer has not been recognized...

Introduces the group interview technique of nominal grouping as an alternative to the widely used technique of focus groups in qualitative market research. Nominal grouping is a highly structured technique designed to keep personal interaction at a minimum level during the process of new idea...