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Abdurashidova Nigora Alisherovna

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Review Open access Aug 2026

SERVICES MARKETING: AN INNOVATIVE APPROACH

Although the SERVQUAL framework remains a cornerstone for measuring perceived service quality, current research often treats operational service evaluation and strategic marketing management as separate domains. This study aims to bridge this conceptual gap by developing an integrated service marketing framework that u...

Ziyayeva M. M., Abdurashidova Nigora Alisherovna · Jurnal Ilmiah Ekonomi Bisnis · 0 citations