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

Laing, Angus and Lewis, Barbara and Foxall, Gordon and Hogg, Gillian (2002) Predicting a diverse future:Directions and issues in the marketing of services. European Journal of Marketing, 36 (4). pp. 479-494. ISSN 0309-0566

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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.

Item Type: Journal Article
Journal or Publication Title: European Journal of Marketing
Uncontrolled Keywords: /dk/atira/pure/subjectarea/asjc/1400/1406
ID Code: 89871
Deposited By: ep_importer_pure
Deposited On: 24 Jan 2018 14:58
Refereed?: Yes
Published?: Published
Last Modified: 23 Jan 2020 04:22

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