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 change originally developed in the discipline of organisational behaviour. This model suggests that marketing programs can produce these different types of change. The insights it provides are illustrated by applying it to changes in service quality as measured by the popular SERVQUAL scale.
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