Johan Hultman
Professor
Can there only be one? Towards a post-paradigmatic service marketing approach
Författare
Summary, in English
Purpose – The purpose of this paper is to unlock positions regarding the goods/services dichotomy in service marketing and to offer an argument that treats goods and services on an ontologically equal basis.
Design/methodology/approach – A close reading of influential texts that argue in favor of a service-dominant logic (SDL) and new paradigms in service marketing.
Findings – Both the SDL proposal and calls for new service paradigms can be understood as ad hoc solutions that serve to reproduce and even strengthen the asymmetry between goods and services. A post-paradigmatic analysis opens up new possibilities for service marketing research and practice.
Research limitations/implications – By showing how goods and services can be positioned equally, hitherto invisible sites of value creation become potential subjects for analyses in service marketing.
Practical implications – Service marketing practices are situated so as to explain the value creating interactions between service providers and customers in a more transparent way than is usual.
Originality/value – An ontologically grounded critique of the ad hoc nature of contemporary service marketing theory
Design/methodology/approach – A close reading of influential texts that argue in favor of a service-dominant logic (SDL) and new paradigms in service marketing.
Findings – Both the SDL proposal and calls for new service paradigms can be understood as ad hoc solutions that serve to reproduce and even strengthen the asymmetry between goods and services. A post-paradigmatic analysis opens up new possibilities for service marketing research and practice.
Research limitations/implications – By showing how goods and services can be positioned equally, hitherto invisible sites of value creation become potential subjects for analyses in service marketing.
Practical implications – Service marketing practices are situated so as to explain the value creating interactions between service providers and customers in a more transparent way than is usual.
Originality/value – An ontologically grounded critique of the ad hoc nature of contemporary service marketing theory
Avdelning/ar
- Institutionen för tjänstevetenskap
Publiceringsår
2011
Språk
Engelska
Sidor
166-180
Publikation/Tidskrift/Serie
International Journal of Quality and Service Sciences
Volym
3
Issue
2
Dokumenttyp
Artikel i tidskrift
Förlag
Emerald Group Publishing Limited
Ämne
- Social Sciences Interdisciplinary
Aktiv
Published
ISBN/ISSN/Övrigt
- ISSN: 1756-669X