A research agenda for service marketing / edited by Olivier Furrer (Professor of Marketing, Department of Management), Mikèle Landry (Research Assistant, Department of Management), Chloé Baillod (Research Assistant, Department of Management, University of Fribourg) and Jie Yu Kerguignas (Assistant Professor, EHL Hospitality Business School, University of Applied Sciences and Arts Western Switzerland (HES-SO), Delémont, Switzerland).

Format:

Book

Contributor:

Furrer, Olivier, editor.

Landry, Mikèle, editor.

Kerguignas, Jie Yu, editor.

Baillod, Cholé, editor.

Edward Elgar Publishing, publisher.

Series:

Elgar research agendas

Language:

English

Subjects (All):

Service industries--Marketing.

Service industries.

Customer relations.

Genre:

Electronic books.

Physical Description:

1 online resource (402 pages)

Place of Publication:

Cheltenham, UK : Edward Elgar Publishing Limited, 2024.

Summary:

"Elgar 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"-- Provided by publisher.

Contents:

Contents: Part I: Introduction

1. A growth-share matrix of service marketing research themes.Olivier Furrer, Chloé Baillod, and Mikèle Landry

Part II: Research on technology and e-services

2. Service robots and their implications for service delivery / Jochen Wirtz, Werner H. Kunz, Stefanie Paluch, and Valentina Pitardi

3. Omnichannel services / Ilaria Dalla Pozza

Part III: Research on the service-dominant logic (sdl)

4. Understanding how service ecosystem actors collaborate for value cocreation / Bo Edvardsson and Bård Tronvoll

Part IV: Research on emotions in service encounters

5. Emotions in service encounters: A review and research agenda / Cécile Delcourt

Part V: Research on service innovation

6. Market services innovations networks (msins): Enriching the network lineage in innovation studies / Benoît Desmarchelier, Faridah Djellal, Camal Gallouj and Faïz Gallouj

Part VI: Research on the environmental context of services

7. The future of research on customer-to-customer interaction (cci) / Richard Nicholls

Part VII: Ethics

8. Advocating human rights and sustainable development goals: An ecosystem-based transformative service research (tsr) approach / Rodoula H. Tsiotsou, Sertan Kabadayi, and Raymond P. Fisk

9. Strengths-based service solutions: Mapping a way forward in marketplace vulnerabilities / 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 / Piyush Sharma

11 from customer to digital to civic to transformative engagement: A conceptual framework and future research directions / 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 / J. Joseph Cronin, Jr.

13. Expansion and refocusing: Two alternative trajectories for service marketing research / Olivier Furrer and Jie Yu Kerguignas

Index.

Notes:

Includes index.

Description based on print record.

ISBN:

9781803923178 (e-book)

Access Restriction:

Restricted for use by site license.