The Future of Service Is Long Overdue

How can the future be overdue; it isn’t there yet? Or is it? The chapter lays bare select issues concerning service systems and an emerging service science . What happens now in service should have happened long ago. But why complain now that things start picking up? I do it to emphasize that we need to unfold mental blindfolds and be less conservative, ritualistic and bureaucratic. We need to see things in a productive light and a contemporary context and to act accordingly.

[1]  E. Gummesson.  Exit Services Marketing – Enter Service Marketing , 2007 .

[2]  Evert Gummesson,et al.  Total Relationship Marketing , 1999 .

[3]  Mary Jo Bitner,et al.  Tracking the evolution of the services marketing literature , 1993 .

[4]  Jochen Wirtz,et al.  Services Marketing: People, Technology, Strategy , 2000 .

[5]  P. Fitzroy,et al.  Marketing of Services An Evaluation of the Theory , 1975 .

[6]  Richard J. Varey,et al.  The service-dominant logic and the future of marketing , 2008 .

[7]  E. Gummesson.  Case study research and network theory: birds of a feather , 2007 .

[8]  James H. Donnelly,et al.  Marketing of services , 1981 .

[9]  A. Payne,et al.  A Strategic Framework for Customer Relationship Management , 2005 .

[10]  Cristina Mele,et al.  The synergic relationship between TQM and marketing in creating customer value , 2007 .

[11]  C. Grönroos.  Service Management and Marketing: Customer Management in Service Competition , 2007 .

[12]  I. Wilkinson.  Business Relating Business , 2008 .

[13]  Annika Ravald.  Hur uppkommer värde för kunden , 2008 .

[14]  B. Edvardsson,et al.  Service portraits in service research: a critical review , 2005 .

[15]  María José Quero,et al.  Relationship marketing and services marketing: Two convergent perspectives for value creation in the cultural sector. Empirical evidence on performing arts consumers in Spain , 2007, International Review on Public and Nonprofit Marketing.

[16]  Stephen L. Vargo,et al.  Service-dominant logic: continuing the evolution , 2008 .

[17]  Francesco Polese,et al.  B2B is Not an Island , 2009 .

[18]  Evert Gummesson,et al.  Quality, service‐dominant logic and many‐to‐many marketing , 2008 .

[19]  Florian Kohlbacher.  International Marketing in the Network Economy , 2007 .

[20]  Stephen L. Vargo,et al.  The Four Service Marketing Myths , 2004 .

[21]  Christian Grönroos,et al.  On defining marketing: finding a new roadmap for marketing , 2006 .

[22]  Paul P. Maglio,et al.  Fundamentals of service science , 2008 .

[23]  C. Lovelock,et al.  Whither Services Marketing? , 2004 .

[24]  Antonio Bucchiarone,et al.  Service Engineering , 2010, S-CUBE Book.

[25]  Stephen L. Vargo,et al.  On value and value co-creation: A service systems and service logic perspective , 2008 .

[26]  Paul P. Maglio,et al.  Service Science: Toward a Smarter Planet , 2010 .