Research Agenda for Service Marketing (en Inglés) - Olivier Furrer;Mikèle Landry;Chloé Baillod;Jie Y. Kerguignas

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.

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.