ISSN:
0887-6045
Quelle:
Emerald Fulltext Archive Database 1994-2005
Thema:
Wirtschaftswissenschaften
Notizen:
Over the past two and a half decades services marketing has emerged as a well established area of inquiry in the marketing discipline. In many ways, its growth and acceptance in the academic arena are indeed noteworthy. A question arises, however, concerning the direction that services marketing as a field of study should take in the future. This article reports and content-analyzes the insights of ten leading services scholars regarding that question. That group comprises Leonard Berry, Mary Jo Bitner, David Bowen, Stephen W. Brown, Christian Gro¨nroos, Evert Gummesson, Christopher Lovelock, Parsu Parasuraman, Benjamin Schneider, and Valarie Zeithaml. Recurring themes and provocative observations among the services experts' comments are related and discussed. Concluding remarks are offered.
Materialart:
Digitale Medien
URL:
http://dx.doi.org/10.1108/08876040310467899
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