Description
Book SynopsisElgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary.
This ground-breaking Research Agenda provides unique insight into the evolution and development of service marketing. Expert contributors present an in-depth overview of the current state of the field, and critically analyse the diverse range of future directions available to researchers.
Based on a comprehensive review of recent service marketing research using the Growth-Share Matrix, this Research Agenda is focused around five key themes: technology and e-services, service-dominant logic, emotions, innovation and environmental context. Chapters investigate cutting-edge technological advances including service robots and omnichannel services, as well as the social, cultural, and environmental factors that influence service marketing. Drawing together a wealth of analysis, leading scholars explore the potential for service marketing research to expand to new themes and areas of investigation, and to revisit core themes of the past in a new light.
A Research Agenda for Service Marketing will be essential reading for students and scholars in marketing, management, economics and finance. It will also prove invaluable to professionals and managers looking for a deeper understanding of modern service marketing.
Trade Review‘This volume on a research agenda for service marketing offers a both broad and highly relevant view on new angles on service marketing that needs to be addressed following the fast development of technologies, such as AI, robots and digitalization in general, and the business environment. It not only looks into new areas to be included in the service marketing domain, but also brings to the fore “classic” service topics, such as service quality and recovery. The very concept of service could be concluded among such topics important to study in the future.’ -- Christian Grönroos, Hanken School of Economics, Finland
Table of ContentsContents: PART I INTRODUCTION 1 A growth-share matrix of service marketing research themes 3 Olivier Furrer, Chloé Baillod, and Mikèle Landry PART II RESEARCH ON TECHNOLOGY AND E-SERVICES 2 Service robots and their implications for service delivery 23 Jochen Wirtz, Werner H. Kunz, Stefanie Paluch, and Valentina Pitardi 3 Omnichannel services 43 Ilaria Dalla Pozza PART III RESEARCH ON THE SERVICE-DOMINANT LOGIC (SDL) 4 Understanding how service ecosystem actors collaborate for value cocreation 67 Bo Edvardsson and Bård Tronvoll PART IV RESEARCH ON EMOTIONS IN SERVICE ENCOUNTERS 5 Emotions in service encounters: a review and research agenda 91 Cécile Delcourt PART V RESEARCH ON SERVICE INNOVATION 6 Market Services Innovations Networks (MSINs): enriching the network lineage in innovation studies 131 Benoît Desmarchelier, Faridah Djellal and Faïz Gallouj PART VI RESEARCH ON THE ENVIRONMENTAL CONTEXT OF SERVICES 7 The future of research on customer-to-customer interaction (CCI) 181 Richard Nicholls PART VII ETHICS 8 Advocating human rights and Sustainable Development Goals: an ecosystem-based Transformative Service Research (TSR) approach 223 Rodoula H. Tsiotsou, Sertan Kabadayi, and Raymond P. Fisk 9 Strengths-based service solutions: mapping a way forward in marketplace vulnerabilities 249 Janet Davey, Raechel Johns, and Henna M. Leino PART VIII SERVICE ENCOUNTERS 10 Intercultural service encounters in the post-COVID-19 world: a research agenda 281 Piyush Sharma 11 From customer to digital to civic to transformative engagement: a conceptual framework and future research directions 297 Rodoula H. Tsiotsou PART IX CONCLUSION: LOOKING TO A MORE DISTANT FUTURE 12 Revisiting “classic” service research themes in the light of new emerging themes 325 J. Joseph Cronin, Jr. 13 Expansion and refocusing: two alternative trajectories for service marketing research 351 Olivier Furrer and Jie Yu Kerguignas Index
