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

Laing, Angus, Lewis, Barbara, Foxall, Gordon Robert ORCID: 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. 10.1108/03090560210417273

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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: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Uncontrolled Keywords: Globalization; Services marketing; Technological change
Publisher: Emerald
ISSN: 0309-0566
Last Modified: 21 Oct 2022 10:45

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