The Alpha, Beta, Gamma approach to measuring change and its use for interpreting the effectiveness of service quality programs

Engineering change in consumer attitudes and behaviour is a focus of much marketing activity. To date however, neither academic nor practising marketing researchers have recognised that various types of change may result from their interventions. This paper outlines the Alpha. Beta, Gamma model of c...

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Bibliographic Details
Published in:Australian journal of management 2001-06, Vol.26 (1), p.55-67
Main Author: Dowling, Grahame R.
Format: Article
Language:English
Subjects:
Attitude change
Attitudes
Behaviour
Changes
Consumer behavior
Consumers
Customer services
Design
Effects
Intervention
Market research firms
Marketing
Measurement
Methods
Price cuts
Quality of service
Researchers
SERVQUAL
Studies
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