COMMENTS

  1. Viewpoint: service marketing research priorities

    This paper aims to emphasize two key research priorities central to the domain of service marketing. Design/methodology/approach. Reflections based on conceptual analysis of the current level of knowledge of service as an offering and of the nature of service …

  2. (PDF) Service marketing and quality strategies

    Service marketing creates more influential programs, based models and it is apparent in the prototypical features, which are identified as distinctive services apart from products, having...

  3. (PDF) Services Marketing Strategy

    This article discusses services marketing strategy in the context of the gaps model, demonstrating that closing the all-important customer gap is a function of closing four gaps on the...

  4. Journal of Services Marketing

    Drawing from transformative service research (TSR) and service ecosystem perspectives, the author seeks to provide multi-level insights into gaming service systems and call to…

  5. Toward a deeper understanding of service marketing: The past, …

    It is no longer as important to stress the characteristics of service marketing; rather, modern research highlights the similarities between products and services in an effort to …

  6. Service Research Priorities: Managing and Delivering …

    Her research focuses on issues related to services marketing and service science including customers’ adoption and evaluation of service-relevant technology, customers’ roles in cocreating service outcomes, and …

  7. Service(s) Marketing Research: Developments and …

    The paper summarizes current research in this domain, which coalesces around three broad perspectives, namely, the service-dominant logic of marketing, technology and service, and transformative service research. It …

  8. Strategic Perspective of Services Marketing

    This article compares problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors.