Abstract
Purpose This paper aims to emphasize two key research priorities central to the domain of service marketing. Design/methodology/approach Reflections based on conceptual analysis of the current level of knowledge of service as an offering and of the nature of service marketing in the literature. Findings It is observed that research into marketing and into service as an object of marketing, or as an offering, has been neglected for two decades and more. It is also shown that to restore its credibility, marketing needs to be reinvented. Furthermore, the point is made that if a proper understanding of service as an object of, for example, innovation, design, branding and development is lacking, or even only implicitly present, valid research into those and other important topics is at risk. Research limitations/implications This paper discusses two neglected topics within the domain of service research. Other important areas of future research are not covered. However, the paper offers directions for service marketing research fundamental to the development of the discipline. Originality/value In earlier discussions of service and service marketing research priorities, the observation that service and marketing are neglected topics that need to be studied and further developed has not been made. The paper emphasizes that service marketing research also needs to return to its roots and suggests possible directions for future research.
Highlights
This paper aims to emphasize two key research priorities central to the domain of service marketing
The purpose of this paper is to discuss two neglected but central topics within the domain of service marketing that, in my view, need urgent attention in service research. Because these topics are of such fundamental importance to the understanding of service marketing, I consider them just as important, if not more important, as any of the significant service research priorities that have been suggested in the literature
In a section of a 2005 issue of the Journal of Marketing labeled “Marketing Renaissance,” supposedly devoted to reinventing marketing, Stephen Brown reported a study among top executives of major serviceoriented firms associated with the Center for Services Leadership at Arizona State University
Summary
The purpose of this paper is to discuss two neglected but central topics within the domain of service marketing that, in my view, need urgent attention in service research. Because these topics are of such fundamental importance to the understanding of service marketing, I consider them just as important, if not more important, as any of the significant service research priorities that have been suggested in the literature. I discuss the research into these topics that exist, and I suggest directions that, in my view, would enable further fruitful research into these topics
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