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A Research Agenda for Service Marketing

9781803923161 Edward Elgar Publishing

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

Publication Date: 2024 ISBN: 978 1 80392 316 1 Extent: 402 pp

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.

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Critical Acclaim

Contributors

Contents

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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.

Critical Acclaim

‘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

Contributors

Contributors include: Chloé Baillod, J. Joseph Cronin, Jr., Janet Davey, Faridah Djellal, Cécile Delcourt, Benoît Desmarchelier, Bo Edvardsson, Raymond P. Fisk, Olivier Furrer, Faïz Gallouj, Raechel Johns, Sertan Kabadayi, Jie Yu Kerguignas, Werner H. Kunz, Mikèle Landry, Henna M. Leino, Richard Nicholls, Stefanie Paluch, Valentina Pitardi, Ilaria Dalla Pozza, Piyush Sharma, Bård Tronvoll, Rodoula H. Tsiotsou, Jochen Wirtz

Contents

Contents:

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