An investigation of marketing problems across service typologies

Focuses on the commonly cited marketing problems that arise from the special characteristics of services. Empirically tests for the differing impact of these problems among service organizations, by assessing marketing managers’ perceptions about the problems that their organizations face. Results suggest that managers from three main service typologies (based on Silvestro et al’s 1992 classification scheme) do perceive differences in the degree of impact the problems have on their organizations. The findings and their strategic implications for marketing managers are discussed, along with limitations and future areas of research.