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  • Service Evolution

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    Anonymous 8SNpyX
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    The document discusses the evolution of services marketing from the pre-1980s to present. It began with conceptual work that debated differences between goods and services marketing. Research grew in the 1980s and services marketing emerged as its own field. By the 1990s, the number of scholars increased and the literature exploded. Recent decades have focused on developing tools to measure services, broadening topics, and creating a global language for services marketing through increased collaboration. The future will require a multidisciplinary approach with collaboration across different service-focused disciplines to best serve customers.

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    The document discusses the evolution of services marketing from the pre-1980s to present. It began with conceptual work that debated differences between goods and services marketing. Research grew in the 1980s and services marketing emerged as its own field. By the 1990s, the number of scholars increased and the literature exploded. Recent decades have focused on developing tools to measure services, broadening topics, and creating a global language for services marketing through increased collaboration. The future will require a multidisciplinary approach with collaboration across different service-focused disciplines to best serve customers.

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    Sinalizar o conteúdo como inadequado
    40 visualizações9 páginas

    Service Evolution

    Enviado por

    Anonymous 8SNpyX
    The document discusses the evolution of services marketing from the pre-1980s to present. It began with conceptual work that debated differences between goods and services marketing. Research grew in the 1980s and services marketing emerged as its own field. By the 1990s, the number of scholars increased and the literature exploded. Recent decades have focused on developing tools to measure services, broadening topics, and creating a global language for services marketing through increased collaboration. The future will require a multidisciplinary approach with collaboration across different service-focused disciplines to best serve customers.

    Direitos autorais:

    Attribution Non-Commercial (BY-NC)
    Baixe no formato PPT, PDF, TXT ou leia online no Scribd
    Sinalizar o conteúdo como inadequado
    de 9

    The Evolution and Future of Services Sectors

    Evolution of the Services Marketing Field


    Walking Erect Scurrying About Crawling Out
    Pre-1980s 1980-1985 1986-1992

    Source: Fisk, Brown and Bitner (1993)

    Evolution of Services Marketing


    Crawling Out (Pre 1980) Early services marketing work was conceptual/theoretical. Goods Marketing vs. Services Marketing Debate:
    Shostack (1977) Breaking Free From Product Marketing. Berry (1980) Services Marketing is Different.

    Scurrying About (1980-1985) More services research was published.


    Literature was still mostly conceptual. Literature was beginning to move beyond goods vs. services issues.

    Enthusiasm centered around AMA Services Marketing Conferences. Emergence of a core group of academics & business practitioners.

    Walking Erect (19851992) Increasing number of services scholars. Explosive growth in the literature:

    Acceptance of services research by major journals More dissertations More textbooks

    Recent Stages of Services Evolution


    Building Community

    Creating Language Making Tools

    1992-2000

    2000-Now

    The Future

    Making Tools (1993-2000)


    More quantitative research - measurement, statistics,
    and decision support modeling. Broadening, deepening and sharpening of the research. Continued globalization and multidisciplinary research. Expanding topic areas:

    service design & delivery service experiences service quality & customer satisfaction service recovery modeling & measurement technology infusion

    Creating Language (2000-Now)


    Services Marketing is Becoming the
    Language of Marketing

    Services rather than goods are fundamental to


    economic exchange - Vargo & Lusch (2004)

    Global Language

    Transdisciplinary Language
    (SSME) Initiative

    Services marketing has always been a global field, but it is expanding rapidly. Expansion of literature worldwide More conferences and centers worldwide IBMs Service Science, Management, Engineering

    Building Community (The Future)

    An eclectic, multidisciplinary approach is


    required.

    No discipline can provide complete solutions. The centers of disciplines are more important
    than their boundaries. Inclusiveness is essential. Power sharing is essential.

    No discipline, organization, or country should dominate.

    A Big Tent for T-Shaped People



    Service Arts Service Management Service Engineering Service Science Service Performance - the center pole that unifies the disciplines.

    T-Shaped people are needed to link and unite these


    disciplines. Breadth and depth are essential. A friendly ethos is essential.

    Service Collaboration
    Our modern communications era (especially
    the Internet) vastly reduces the barriers to collaboration. Multidisciplinary social networks are needed that capitalize on these technologies. Need to move from silos of knowledge to webs of knowledge. The customer must be part of the conversation!

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