Abstract
It is particularly important for service providers to understand the influence of their different marketing elements on their consumers' behaviour, as services lack the tangible search qualities found in goods. This paper provides results of research into the influence of marketing mix elements on mature age consumers' evaluation of the performance of health and well-being services as an alternative to SERVQUAL. The research used a traditional two stage scale development approach followed by a survey of mature Australians, aged forty three and older, to evaluate a health or well-being service. The new instrument was tested using structural equation modelling and found empirical evidence that that all elements of the services marketing mix influenced consumers' evaluation of the service and hence their satisfaction levels and intended post-purchase behaviour, such as word-of-mouth.