Services Marketing Strategy

This study replicates US-based research by Hartman and Lindgren on the extent to which consumers differentiate between products and services. In addition, Hartman and Lindgren investigated the importance of four characteristics of services to consumers; intangibility, inseparability, heterogeneity and perishability. Hartman and Lindgren did not find that these four service characteristics were used by consumers when distinguishing between goods and services.

Industrial Marketing Management, 2008

There are two logics or mindsets from which to consider and motivate a transition from goods to service(s). The first, "goods-dominant (G-D) logic", views services in terms of a type of (e.g., intangible) good and implies that goods production and distribution practices should be modified to deal with the differences between tangible goods and services. The second logic, "service-dominant (S-D) logic", considers servicea process of using ones resources for the benefit of and in conjunction with another partyas the fundamental purpose of economic exchange and implies the need for a revised, service-driven framework for all of marketing. This transition to a service-centered logic is consistent with and partially derived from a similar transition found in the business-marketing literaturefor example, its shift to understanding exchange in terms value rather than products and networks rather than dyads. It also parallels transitions in other sub-disciplines, such as service marketing. These parallels and the implications for marketing theory and practice of a full transition to a service-logic are explored.

European Journal of Service Management

Perceiving enterprise marketing through the prism of value provided to customers is already a well-established approach to management expertise, including the field of marketing. The article addresses the role of services in the delivery of this value. The aim of the article is to review the state of research in this area based on scientific analysis of Polish and foreign journals. The result of the study is the identification of various research approaches to exploit the potential inherent in the service in order to create and provide value to the customer. In further research on the business model and competitiveness of enterprises, it is possible to develop an innovative concept of so-called service dominance logic in marketing.

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Scholarly research has produced conceptual knowledge that is based on real-life marketing phenomena. An initial aim of past research has been to produce marketing knowledge as a base for efficient business operation and for the improvement of productivity. Thus, an assumption has been that the knowledge would be applied by organisations. This study focuses on understanding the use of marketing knowledge within the field of service marketing. Hence, even if marketing knowledge about service-oriented principles and marketing of services is based on empirical research, there is a lack of knowledge on how this marketing knowledge is in fact applied by businesses.

IFIP Advances in Information and Communication Technology, 2013

For a long time, it was highlighted that services have specific characteristics mainly used to differentiate themselves from goods. Proposed definitions and characteristics led to debates between specialists in economics, marketing and management for several years and result in different points of view and approaches. There is still no consensus in these disciplines. More recently, new ones have contributed to define the concept of service. The goal of this paper is to present, on the one hand, the existing literature proposed by economists and managers about services (definitions and specificities) and, on the other, perspectives proposed by other disciplines such as computer science, engineering science or the SSME that challenge them. The bibliographical analysis results in a conceptual modeling of service and service delivery.

This paper outlines the development of research in the domain of service(s) marketing from its birth as an area of academic study in the 1960s/1970s to the current time. It identifies four phases of development. Phases 1-3 relate to the period before 2004, which focuses on the development of service(s) marketing. In Phase 4, a greater focus on the concept of service (singular) -defined as the application of knowledge and skills -has resulted in developments and directions in service research that offer a different perspective through which to view more general marketing. This different perspective has explicit implications also for wider business and management research. 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 concludes by outlining likely trends for service research into the future. Three interrelated directions are suggested: research on service in a changing context; research responding to academic schools of thought; and research responding to consumer trends. Toppan Best-set Premedia Limited Journal Code: IJMR Proofreader: Mony S. Baron et al.

Services Marketing: People, Technology, Strategy, 9th edition, 2022

Chapter 1 highlights the importance of services in our economies. We also define the nature of services and how they create value for customers without transfer of ownership. The chapter highlights some distinctive challenges involved in marketing services and introduces the 7 Ps of services marketing. The framework shown in Figure I on the facing page will accompany us throughout as it forms the basis for each of the five parts in this book. It systematically describes what is involved in developing marketing strategies for different types of services. The framework is introduced and explained in Chapter 1.

European Business Review, 2008

Purpose -In the discussion on service-dominant logic and its consequences for value creation and marketing the inner meaning of the value-in-use notion and the nature of service marketing have not been considered thoroughly. The purpose of this paper is to analyze the meaning of a service logic as a logic for consumption and provision, respectively, and explore the consequences for value creation and marketing. Design/methodology/approach -Being a research-based paper, the topic is approached by theoretical analysis and conceptual development. Findings -Discussing the differences between value-in-exchange and value-in-use, the paper concludes that value-in-exchange in essence concerns resources used as a value foundation which are aimed at facilitating customers' fulfilment of value-in-use. When accepting value-in-use as a foundational value creation concept customers are the value creators. Adopting a service logic makes it possible for firms to get involved with their customers' value-generating processes, and the market offering is expanded to including firm-customer interactions. In this way, the supplier can become a co-creator of value with its customers. Drawing on the analysis, ten concluding service logic propositions are put forward.