Predicting a diverse future Directions and issues in the marketing of services

Predicting a diverse future Directions and issues in the marketing of services Driven by technological developments, deregulation, and globalisation the service sector in post-industrial economies is facing unprecedented change. Utilising a scenario planning framework, the paper examines the impact of such changes on a cross-section of service categories. Acknowledging that the derivation of generic sector wide trends from the analysis of discrete service categories runs the risk of over simplification, three core trends were identified: the increasing importance of technological mediation; changing consumer and professional roles; and decreasing importance of relational factors in consumer decision making. These trends pose fundamental challenges to service providers and offer researchers a rich context in which to advance marketing theory. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Predicting a diverse future Directions and issues in the marketing of services

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
0309-0566
DOI
10.1108/03090560210417273
Publisher site
See Article on Publisher Site

Abstract

Driven by technological developments, deregulation, and globalisation the service sector in post-industrial economies is facing unprecedented change. Utilising a scenario planning framework, the paper examines the impact of such changes on a cross-section of service categories. Acknowledging that the derivation of generic sector wide trends from the analysis of discrete service categories runs the risk of over simplification, three core trends were identified: the increasing importance of technological mediation; changing consumer and professional roles; and decreasing importance of relational factors in consumer decision making. These trends pose fundamental challenges to service providers and offer researchers a rich context in which to advance marketing theory.

Journal

European Journal of MarketingEmerald Publishing

Published: May 1, 2002

Keywords: Globalization; Technological change

References

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