A Research Agenda for 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.
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.
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