A Research Agenda for Service Marketing

Edited by Olivier Furrer, Professor of Marketing, Department of Management, Mikèle Landry, Research Assistant, Department of Management, Chloé Baillod, Research Assistant, Department of Management, University of Fribourg and Jie Yu Kerguignas, Assistant Professor, EHL Hospitality Business School, University of Applied Sciences and Arts Western Switzerland (HES-SO), Delémont, Switzerland

Contents:

PART I INTRODUCTION
1 A growth-share matrix of service marketing
research themes 3
Olivier Furrer, Chloé Baillod, and Mikèle Landry

PART II RESEARCH ON TECHNOLOGY AND E-SERVICES
2 Service robots and their implications for service
delivery 23
Jochen Wirtz, Werner H. Kunz, Stefanie Paluch,
and Valentina Pitardi
3 Omnichannel services 43
Ilaria Dalla Pozza

PART III RESEARCH ON THE SERVICE-DOMINANT LOGIC (SDL)
4 Understanding how service ecosystem actors
collaborate for value cocreation 67
Bo Edvardsson and Bård Tronvoll

PART IV RESEARCH ON EMOTIONS IN SERVICE ENCOUNTERS
5 Emotions in service encounters: a review and
research agenda 91
Cécile Delcourt

PART V RESEARCH ON SERVICE INNOVATION
6 Market Services Innovations Networks (MSINs):
enriching the network lineage in innovation studies 131
Benoît Desmarchelier, Faridah Djellal and Faïz Gallouj

PART VI RESEARCH ON THE ENVIRONMENTAL
CONTEXT OF SERVICES
7 The future of research on customer-to-customer
interaction (CCI) 181
Richard Nicholls

PART VII ETHICS
8 Advocating human rights and Sustainable
Development Goals: an ecosystem-based
Transformative Service Research (TSR) approach 223
Rodoula H. Tsiotsou, Sertan Kabadayi, and
Raymond P. Fisk
9 Strengths-based service solutions: mapping a way
forward in marketplace vulnerabilities 249
Janet Davey, Raechel Johns, and Henna M. Leino

PART VIII SERVICE ENCOUNTERS
10 Intercultural service encounters in the
post-COVID-19 world: a research agenda 281
Piyush Sharma
11 From customer to digital to civic to transformative
engagement: a conceptual framework and future
research directions 297
Rodoula H. Tsiotsou

PART IX CONCLUSION: LOOKING TO A MORE DISTANT FUTURE
12 Revisiting “classic” service research themes in the
light of new emerging themes 325
J. Joseph Cronin, Jr.
13 Expansion and refocusing: two alternative
trajectories for service marketing research 351
Olivier Furrer and Jie Yu Kerguignas

Index