Abstract
ABSTRACT Despite the considerable importance of the services sector in international marketing, scholarly research in the area is limited and unsystematic. This article examines the domain and literature of international services marketing in 41 academic journals from 1999 to 2018 and provides a future research agenda. The investigation reveals 942 published articles, or approximately 2% of all articles published in the journals during the period. Research in the area is under-represented, particularly in premier journals. Scholarly use of theories, models, and other theoretical perspectives is relatively sparse. We devise an integrative summary of thematic areas and contrast this with the revealed literature. After identifying the top publication outlets for recent research, we highlight the most salient theoretical perspectives and thematic areas. This article identifies gaps in the literature, proposes a research agenda, and specifies avenues for advancing scholarship in international services marketing.
Highlights
International business has entailed companies that make and sell tangible products
We systematically identified these areas while reviewing the 41 journals used in this study, consistent with extant concepts, activities, and phenomena in international marketing and services marketing (e.g. Cavusgil et al, 2005; Clark et al, 1996; Grönroos, 2007; Javalgi & Martin, 2007; Knight, 1999; Swartz & Iacobucci, 2000; Varadarajan, 2010; Zhang et al, 2008)
The aforementioned procedure resulted in the discovery of 942 articles on international services marketing from 1999 to 2018
Summary
International business has entailed companies that make and sell tangible products. Services have unique characteristics that require developing specific knowledge and methods and give rise to distinctive challenges in international marketing (Bolton & Myers, 2003; Javalgi & Martin, 2007; Parasuraman et al, 1985; Pauwels & de Ruyter, 2004; Vargo & Lusch, 2004). International services marketing is a distinctive field in marketing practice and scholarship. Many scholars have highlighted the challenges inherent in delineating the domain of any field (e.g. Varadarajan, 2010), an evolving, dynamic field such as international services marketing. Javalgi & Martin, 2007; Knight, 1999) Within this contemporary time frame, scholars have explored myriad dimensions of international services marketing
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