To browse Academia. Chapter 5 explores the strategies for distributing services in the context of a rapidly evolving service economy. It emphasizes the necessity for firms to adapt to competitive pressures by evaluating service delivery options, including single versus multiple outlets and alternative sales channels. The chapter incorporates current research and technological advancements in service marketing, reflecting shifts in consumer expectations and behaviors.
I congratulate Prof. Ige Pirnar for being a frontier of producing an essential reading on Services Marketing for both worlds of academia and business.
I also congratulate Prof. It is almost not possible to witness a huge list of highly qualified contributors in a single academic output. I congratulate 51 contributors one-by-one also proves the importance of the title. I am happy to forward advanced topics of "Services Marketing" for your kind knowledge that will take its place permanently in your digital devices even before and through Industry 4.
The authors investigate the intellectual pillars of service marketing and its evolution through key subareas during using a citation-based approach. They thereby derive insights for the most promising research directions. The results reveal dynamics influences of different research topics on service marketing. In a graphical representation, the authors further show that the main topics largely have changed their research orientation over time.
For example, online service and technology infusion literature reveal an increasingly operational and customer orientation. A citation-based measure of the importance of research opportunities and its comparison to the topics found in recent literature reviews indicates that research into managing business-to-business services and service infusion, complaint handling and service recovery, and enhancing and managing the service value chain are promising topics.
