Market Research Logo

Fresh Thinking in Services Marketing: Contemporary, cutting-edge and creative thoughts

This e-book on 'Fresh Thinking in Services Marketing: Contemporary, cutting-edge and creative thoughts' received a plethora of excellent submissions, many of which can be read in this e-book. There are so many examples of fresh thinking, coupled with genuinely insightful ideas for future research, that this e-book is recommended as a 'must read' for all devoted service(s) marketing researchers and managers. The chosen papers are grouped into six themes in order to provide structure to the special issue. They are: Enhancing theory development; Logics behind service research; Customer participation in service; Customerengagement; Service employee contributions; and Thinking 'outside the box'. However, these themes do not tell the whole story of the insights contained within the papers. Underpinning the themes are fresh ideas on transformative service research, technology in service, measurement and service systems.


“Futurizing” smart service: implications for service researchers and managers,A holistic management tool for measuring internal marketing activities,A self-determination theory perspective on customer participation in service development,An investigation into gamification as a customer engagement experience environment,Conducting service research that matters,Customer-dominant logic: foundations and implications,Editorial: Fresh thinking in services marketing: contemporary, cutting-edge and creative thoughts,Exploring dualities of service innovation: implications for service research,Extending the context of service: from encounters to ecosystems,Fresh perspectives on customer experience,How a customer participates matters: “I am producing” versus “I am designing”,Integrating social issues and customer engagement to drive loyalty in a service organisation,Leading to customer loyalty: a daily test of the service-profit chain,Making sense of service dynamics: the honeybee metaphor,Relationality in the service logic of value creation,Relative measures in service research,Resource integration in liminal periods: transitioning to transformative service,Seeing the big picture in services marketing research: infographics, SEM and data visualisation,Understanding consumer loyalty to technology-based self-services with credence qualities,Value creation: an internal customers’ perspective,When gambling is healthy: the restorative potential of casinos,When good news is bad news: the negative impact of positive customer feedback on front-line employee well-being

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report