This book focuses on the development of customer relationships through quality service. Reflecting the increasing importance of the service economy, services marketing is the only text that puts the customer's experience of services at the centre of its approach.
This book introduces key theoretical and epistemological concepts replete with historical and current real-worl examples. Using an accessible and nonintimidating style that brings seemingly difficult concepts to life.
Mixed Methodology explains the differences between using mixed methods in only the research methodology portion of a study versus using mixed model studies across all phases of the research process, and then presents a typology of mixed methods and mixed model studies. The authors next examine sampling and internal validity issues, reliability and validity questions, data collection procedures …