Showing papers on "Services marketing published in 2022"

Conceptualizing Services and Service Innovation: A Practice Theory Study of the Swedish Music Market

Abstract: In today’s complex and interconnected marketplace, the study of services and service innovation among multiple actors is an underdeveloped, but a theoretically and managerially relevant research area for enabling value cocreation. Building on general practice theory, the scarce prior service research that has drawn on practice theory, and an empirical study of the Swedish music market, this paper outlines a framework that conceptualizes services and service innovation among multiple actors by focusing on value cocreation practices (VCPs). The framework contributes to service research by conceptualizing services as bundles of VCPs, providing a theoretical foundation for the research that studies services as activities. It also contributes to service research by conceptualizing service innovation as the creation of VCPs. The paper shows how actors’ concrete activities, in combination with the valancing of VCPs existing in the market, induce service innovation. A future agenda for research on services and service innovation is also proposed. In addition to these theoretical contributions, the paper offers practical insights into how managers, with the help of the framework, may broaden their focus to include the shared VCPs of the markets to secure a competitive advantage.

Putting the “service” into B2B marketing: key developments in service research and their relevance for B2B

Abstract: Purpose The business-to-business (B2B) marketing literature is heavily focused on the manufacturing sector. However, it is the B2B service sector that shows the highest growth in gross domestic product (GDP). Beyond a vibrant stream of literature on servitization, the B2B literature has neglected drawing on the wider service literature. This paper aims to examine recent streams of service research that have promising implications and research opportunities for B2B marketing. Design/methodology/approach Together, the author team has decades of research, managerial and executive teaching experience related to B2B marketing and services marketing and management. The observations and reflections in this paper originate from this unique perspective and are supplemented by insights from 16 expert interviews. Findings The authors identify and discuss in this paper four broad and related themes from the service literature that can stimulate B2B research and practice. First, the authors highlight the implications for capturing value in economies with their rapidly increasing specialization and related growth in B2B services. Specifically, the authors explain where B2B firms should focus on to gain bargaining power in the value chains of the future. Second, an additional strategy to enhance a B2B firm’s power to capture value is servitization, which allows firms to get closer to their customers, increase their switching costs and build strategic partnerships. The authors explore how firms can use service productization to enhance their chances of successful servitization. Third, servitization is expensive, and productivity and scalability are often a challenge in B2B contexts. These issues are tackled in a recent service research stream on cost-effective service excellence (CESE) where the authors derive implications for B2B firms. Fourth and related to CESE, latest developments in intelligent automation offer exciting opportunities for B2B services to be made more scalable. Originality/value This paper is based on the unique perspective of the author team and a panel of experts and connects major streams of service research to the B2B literature.

Human enhancement technologies and the future of consumer well-being

Abstract: Purpose The purpose of this paper is to propose a conceptual framework that highlights transhumanism’s ideals of achieving superintelligence, super longevity and super well-being through human enhancement technologies (HET) and their relations with services marketing principles. Design/methodology/approach Framed by the transformative service research (TSR), this conceptual work articulates the 7Ps of the marketing mix with four macro-factors that create tensions at both the marketplace and consumer levels. Findings HET has potential for doing good but also tremendous bad; greater attention is needed from services marketing researchers especially in one proprietary research area: bioethics. Research limitations/implications The authors contribute to the growing work on TSR investigating how the interplay between service providers and consumers affects the well-being of both. Additionally, the authors call for novel interdisciplinary work in transhuman services research. Originality/value To the best of the authors’ knowledge, this is one of the first papers in services marketing research to explore the promises and perils of transhumanism ideals and human enhancement technologies.

Reconsidering services marketing as a discipline

Abstract: This viewpoint suggests that foundational theories and concepts which characterize the services marketing discipline may no longer be valid due to the global pandemic. The authors discuss the impact of the Great Resignation on both consumers and organizations and posit that many consumers now accept lower levels of service offerings and performance. They further question whether organizations will ever return to pre-pandemic service levels. Further, the authors contend that the discipline's focus on employee-customer relationships has now shifted to customer-technology exchanges and that human interactions, in many service exchanges, are diminishing in importance. The authors put forward future research questions.

The Effects of Automated Services on Consumption Happiness and Perceived Quality

Abstract: Purpose The purpose of this study is to verify the effects of automated versus service employee services on consumption happiness and interaction quality through the warmth and competence. In addition, this research investigates the moderating roles of service types. Service types are classified into transactional and relational services. Design/Methodology/Approach This study tests six hypotheses through experimental designs using scenarios. Insurance and tollgate services were chosen for manipulating service types based on previous research. 260 respondents participate in the experiment. Scenarios were produced 2 (automated versus service employee services) x 2 (transactional and relational services). Reliability and validity were examined through Cronbach α testing and factor analyses. For hypotheses testing, Hayes’ process macro was used. Findings The results of this study show that service employee services affect warmth and competence more positively than automated services. The positive influences are greater in relational services than in transactional services. Moreover, warmth and competence play mediating roles between an independent variable and interaction quality and consumption happiness. Also warmth directly improves competence, interaction quality and consumption happiness. Research Implications When marketing managers automate services in service encounters, they should consider perceived warmth and competence of social cognition theory for enhancing interaction quality and consumption happiness. Automation could undermine consumption happiness and interaction quality because of weakened warmth and competence. Also service marketers need to examine the negative effects of automation on consumers’ responses in different service types.

MARKETING 4.0 APPROACH AND DIGITAL MARKETING IN SERVICE MARKETING: a RESEARCH on the MARKETING of the SERVICES OF MUNICIPALITIES

Abstract: Although marketing activities have emerged and shaped in the private sector, today the public sector also tends to marketing activities. One of these institutions is municipalities. Within the scope of the study, it has been researched what kind of services the metropolitan municipalities operating in Turkey are involved in promoting and marketing on their official / corporate websites. In addition, it has also been investigated whether the municipalities develop their services together with the citizens while producing their services in accordance with the Marketing 4.0 understanding. In addition, it has also been investigated in accordance with the Marketing 4.0 approach whether the municipalities develop their services together with the citizens or not while producing their services. As a sample, the websites of 30 metropolitan municipalities were examined by documentary scanning method. In the research, it is noteworthy that municipalities announce their social and cultural services for promotion on their websites. However, it is seen that there is no application that will enable citizens to influence the production and development of services while presenting social and cultural services, especially infrastructure and superstructure investment services.

Implementation of marketing mix as educational service marketing strategy at Langlangbuana University

Abstract: This study aims to describe the application of the marketing mix which is a service marketing strategy at Langlangbuana University, Bandung. The method used in this study is a qualitative method with a descriptive analysis approach based on the stages of planning, and implementing marketing strategies for educational services at Langlangbuana University, Bandung. The results of this study reveal that the marketing mix strategy which includes product, price, location, promotion of human resources, physical evidence, and processes in marketing education services, can be applied at Langlangbuana University.

Penerapan marketing mix pada perguruan tinggi

Abstract: The number of private universities is more than public universities, of course the existence of a number of private universities is very much the cause of the emergence of great competition among private universities that are competing to form a good image of the institution in an effort to attract public attention, especially attracting interest. prospective students thus private universities can develop various efforts based on marketing concepts, especially the marketing mix with the approach of eight indicators of product, price, promotion, place, people, process, physical evidence, customer service. This study uses a qualitative research approach with research methods based on descriptive literature review of the theory of marketing mix service products with an approach to eight indicators including product management, price, promotion, place, people, process, physical evidence, customer service and based on several research results related to application of the marketing mix in universities. The results of the study show that there are eight indicators in the marketing mix that are effectively applied to universities, including the management of product, price, promotion, place, people, process, physical evidence, customer service and outside of these indicators, universities should implement efforts other than the marketing mix. which are constant, continuous, for example training, seminars and open house

The Effect of Marketing Mix of Educational Services and Image Formation on Student Decisions to Choose Private Universities in Bandung

Abstract: This study aims to measure and analyze the factors in the service marketing mix and image formation, namely reputation and credibility that can influence consumer selection decisions. More specifically, this research takes the context of educational services, with students as consumers who consider the College of Administrative Sciences (STIA) Bandung as their preferred private university. This research was conducted with quantitative methods on 113 STIA Bandung students who were determined by simple random sampling method. The data were obtained from observations, documentation studies, distributing questionnaires to respondents, as well as interviews with leaders and staff on campus. The results of this study indicate that the three variables, namely marketing mix, reputation, and credibility have a positive and significant impact on the decision to choose a university in Bandung. Thus, universities need to apply these three variables as a strategy to attract students' interest in choosing universities.

Tourism service marketing process

Abstract: The purpose of this study is to find out how the marketing process for tourism services is, to find out what obstacles can hinder the marketing process for tourism services, to find out what solutions are being carried out in overcoming obstacles in the marketing process for tourism services. The research methodology used is descriptive qualitative which aims to describe the conditions and analyze the marketing process of tourism services. In this study, data related to the author's study are sourced from library studies, field studies, and documentation techniques. The results of research on the marketing process of tourism services, the authors can conclude that to understand the products offered to the customer, the company is obliged to provide training on product knowledge to freelance officers. Lack of anticipating price competition at the same level of tourism service class. The distribution of brochures and website updates has not been carried out properly so that customers are less aware of the existence of the tourism travel agency.