A theme emerging in the services marketing literature
indicates that services marketers should look beyond their
own industry boundaries to gain marketing insight. A number
of conceptual typologies for grouping services have been
developed. However, none of these conceptualizations have
been studied empirically.
This article presents an empirically based taxonomy,
developed through cluster analysis of consumer's percep
tions of services. The results of the study offer several insights
into strategic marketing for service marketers.
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