Journal of Small Business Strategy
Vol 2 No 1 (1991) /
Marketing Strategies for Small Businesses: Applications of Expectations/Performance Gaps
Timothy L. Wilson Clarion University
James M. Hainault Michigan Technical University
Service businesses have been especially attractive as small businesses. Researchers and practitioners agree that service quality involves a comparison of perceptions of performance and expectations prior to consuming the service. A simple technique is illustrated that may be used to capture the essence of the "expected" versus "actual" quality gap that frequently exists in services and appears to be overlooked in establishing small service business strategies. Establishment of a particular marketing strategy that was developed in an SBI case as a consequence of this approach is discussed.
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WILSON, Timothy L.; HAINAULT, James M.. Marketing Strategies for Small Businesses: Applications of Expectations/Performance Gaps. Journal of Small Business Strategy, [S.l.], v. 2, n. 1, p. 35-44, jan. 1991. ISSN 2380-1751. Available at: <https://libjournals.mtsu.edu/index.php/jsbs/article/view/235>. Date accessed: 19 jan. 2020.
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Timothy L. Wilson, A Cross-Sectional Study of Business Service Profitability Some Implications for Strategy , Journal of Small Business Strategy: Vol 8 No 2 (1997)
Timothy L. Wilson, Barbro I. Anell, Business Service Firms and Market Share , Journal of Small Business Strategy: Vol 10 No 1 (1999)
68th percentile
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The Small Business Institute® has established an annual $500 award for the best research article published in its journals, the Journal of Small Business Strategy and the Small Business Institute Journal. The winning research article will have been published in one of the journals in the past academic year, and the award will be announced at the annual conference of the SBI. At least one author of the journal article must be a member of the SBI, and must attend the annual meeting to receive the award. For more information go to the website of the Small Business Institute®.
Research Award Information
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Entrepreneurship Journal Rankings Across the Discipline
Impact of Operational Planning on Small Business Retail Performance
Seeing What's Not There: The Enigma of Entrepreneurship
Resources in Small Firms: An Exploratory Study