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The purpose of this paper is to illustrate and conceptualize how crowdsourcing can be implemented as a potential means to address gaps in service quality within service networks and to provide guidance to marketing practitioners on the use of crowdsourcing within service networks.Design/methodology/approachThis paper conceptualizes how crowdsourcing can be used to address service quality gaps in service networks and provides propositions regarding the effects of crowdsourcing on service quality gaps.FindingsConceptual paper with a literature review, suggested a model for service quality gaps in service networks and propositions regarding the effects of crowdsourcing to manage service quality gaps.Research limitations/implicationsThis research contributes to the literature on crowdsourcing by theorizing how crowdsourcing impacts service quality in service networks.Practical implicationsConsiderations for managers implementing crowdsourcing strategies and activities within service networks are provided. In particular, implications with regard to forming the crowd, developing the most appropriate approach and integrating value into the firm are discussed.Originality/valueThis paper offers an original contribution linking crowdsourcing to service quality.
Journal of Business & Industrial Marketing – Emerald Publishing
Published: Oct 7, 2019
Keywords: Industrial marketing; B2B marketing; Business networks; Crowdsourcing; Service networks; Service quality gaps
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