A commentary on “the role of services in the future”

J. Joseph Cronin

10 citations0/0 files storedThe Journal of Marketing Theory and Practice

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Service and Product Innovation Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

The goal of this commentary is to promote the critical thinking and research needed to better understand the challenges that face scholars and practitioners relative to the role of services in the future. Factors creating the need for a reevaluation of existing service options are identified. Suggestions for research related to the role of services in the future are also presented. In addition, opportunities for such research are offered as research directives.

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References

1963Experimental and Quasi-Experimental Designs for Research 2003Evolving to a New Dominant Logic for Marketing 1992Measuring Service Quality: A Reexamination and Extension 2007Service-dominant logic: continuing the evolution 2016Understanding Customer Experience Throughout the Customer Journey 2015Institutions and axioms: an extension and update of service-dominant logic 2019Welcome to the experience economy 1975Marketing as Exchange

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