Nowe trendy i kierunki badań w marketingu usług

Drapińska, Anna

Author

Drapińska Anna (Politechnika Gdańska)

Title

Nowe trendy i kierunki badań w marketingu usług
New Trends and Research Directions in Services Marketing

Source

Handel Wewnętrzny, 2018, nr 3, s. 118-126, rys., bibliogr. 15 poz.

Keyword

Marketing usług, Analiza trendu, Badania naukowe
Service marketing, Trend analysis, Scientific research

Note

JEL Classification: M31
streszcz., summ., rez.

Abstract

Od momentu pojawienia się koncepcji marketingu usług przechodzi ona nieustającą ewolucję. Pojawiające się nowe trendy (m.in. Service-Dominant Logic, Service Logic, New Service Marketing) i obszary badań marketingu usług (np. Transformative Service Research) skłaniają do dokonywania podsumowań pewnego etapu rozwoju i stawiania pytań, w którym kierunku powinny podążać badania marketingu usług w przyszłości. Celem artykułu jest przedstawienie obecnych trendów w marketingu usług, a także wskazanie przyszłych priorytetowych kierunków badań w tym obszarze. Artykuł ma charakter koncepcyjny i oparty jest na analizie najnowszej literatury przedmiotu. (abstrakt oryginalny)

The beginning of interest in services marketing in the world dates back to the 1970s, when it was found that services differed greatly from material products and required different marketing tools. Since then, concepts and tools have undergone evolution until they have voiced that the differences between tangible and intangible goods are so eroded that services marketing should apply to all businesses, regardless of what products (material or intangible) they offer. The emerging new concepts (such as Service-Dominant Logic, Service Logic, New Service Marketing) and services marketing research areas (e.g. Transformative Service Research) tend to summarise a certain stage of development and ask questions in which direction should the research of services marketing follow in the future. The aim of the article is to present the new concepts and current trends in services marketing in the world, as well as to indicate the future priority research directions in this area. This article is conceptual and is based on an analysis of the latest subject literature. (original abstract)

Accessibility

The Main Library of the Cracow University of Economics
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice

Full text

Bibliography

Achrol R.S., Kotler Ph. (2006), The service-dominant logic for marketing: a critique, (in:) Lusch R.F., Vargo S.L. (Eds.), The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, Routledge, New York.
Baron S., Warnaby G., Hunter-Jones P. (2014), Service(s) Marketing Research: Developments and Directions, "International Journal of Management Reviews", Vol. 16.
Berry L.L. (2011), Lessons from high-performance service organizations, "Industrial Marketing Management", Vol. 40, No.2.
Berry L.L. (2016), Revisiting "big ideas in services marketing" 30 years later, "Journal of Services Marketing", No. 30/1.
Gronroos Ch., Gummerus J. (2014), The service resolution and its marketing implications: service logic vs service-dominant logic, "Managing Service Quality", Vol. 24, No. 3.
Gronroos Ch., Ravald A. (2011), Service Business Logic: Implications for Value Creation and Marketing, "Journal of Service Management", No. 22(1).
Gummesson E., Gronroos Ch. (2012), The Emergence of the New service marketing: Nordic School perspectives, "Journal of Service Management", Vol. 23, No. 4.
Kotler Ph., Kartajaya H., Setiawan I. (2017), Marketing 4.0. Era cyfrowa, MT Biznes, Warszawa.
Nitzan I., Libai B. (2011), Social effects on customer retention, "Journal of Marketing", No. 75.
O'Shaughnessy J., O'Shaughnessy N.J (2009) , The service-dominant perspective: a backward step?, "European Journal of Marketing", Vol. 43, No. 5/6.
O'Shaughnessy J., O'Shaughnessy N.J (2011), Service-dominant logic: a rejoinder to Lush and Vargo's reply, "European Journal of Marketing", Vol. 45, No. 7/8.
Rosenbaum M.S. i in. (2011), Conceptualisation and aspirations of transformative service research, "Journal of Research for Consumers", No. 19.
Takaoka K. (2016), Marketing&Innovation In the 21st century, Mind Your Marketing, October, http://online.flipbuilder.com/mech/ozmd/mobile/index.html#p=74 [dostęp: 15.05.2017].
Vargo S.L., Lusch R F. (Eds) (2014), The Service-dominant Logic of Marketing: Dialog, Debate, and Directions, Routledge, New York.
Vargo S.L., Lusch R.F. (2004), Evolving, to a New Dominant Logic for Marketing, "Journal of Marketing", Vol. 68, No. 1.

Cited by

ISSN

0438-5403

Language

pol

BazEkon - The Main Library of the Cracow University of Economics

Main menu