Service Evolution

8/3/2019 Service Evolution

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The Evolution and Future of

Services Sectors


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Evolution of the ServicesMarketing Field

1980-1985Pre-1980s 1986-1992

Scurrying About

Crawling Out

Walking Erect

Source:Fisk, Brown and Bitner (1993)


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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


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Recent Stages of ServicesEvolution

2000-Now1992-2000 The Future

Creating Language

Making Tools

Building Community


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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


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Creating Language (2000-Now)

Services Marketing is Becoming theLanguage of Marketing Services rather than goods are fundamental to

economic exchange- Vargo & Lusch (2004)

Global Language Services marketing has always been a global field, butit is expanding rapidly.

Expansion of literature worldwide More conferences and centers worldwide

Transdisciplinary Language IBMs Service Science, Management, Engineering

(SSME) Initiative


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Building Community (The Future)

An eclectic, multidisciplinary approach isrequired.

No discipline can provide complete solutions.

The centers of disciplines are more importantthan their boundaries.

Inclusiveness is essential.

Power sharing is essential. No discipline, organization, or country should

dominate.


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


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Service Collaboration

Our modern communications era (especiallythe Internet) vastly reduces the barriers to

collaboration.

Multidisciplinary social networks are neededthat capitalize on these technologies.

Need to move from silos of knowledge to

webs of knowledge. The customer must be part of the

conversation!

Documents

Service Evolution