When Customers (or Clients) Are Marketplace Illiterate
Halatin, Ted; Taylor, Ruth; Halatin, Ted; Professor of Management, Southwest Texas State University, San Marcos, TX; Taylor, Ruth; Lecturer, School of Management, Curtin University of Technology, Perth, WA 6070, Australia, taylorr@cbs.curtin.edu.au
Журнал:
Journal of Professional Services Marketing
Дата:
1995
Аннотация:
Illiteracy is a national problem that affects businesses and the marketplace in many different ways. Most of the attention has been on the producer (or seller) level with fwus on the literacy of the job applicant and employees. This paper examines the prob- lem of customer (buyer) illiteracy. The results of a study of 118 veterinary practice managers reveal that consumer (client) literacy deficiencies are problems in the marketplace.
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