Keywords: Qualitative research
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Journal Articles
Journal Articles
Journal Articles
Asia Pacific Journal of Marketing and Logistics (1994) 6 (1-2): 63–80.
Published: 01 January 1994
...Lyndall McCormack.; Cathy Neal; John L. Triplett The paper discusses how the use of qualitative research can enrich an organisation's understanding of service quality. A Queensland state government organisation currently using SERVQUAL to measure service quality has adopted a combined qualitative...

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