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Broadening Service Marketing: Building A Multidisciplinary Field
... Social evolution (Fisk -Grove, 2010) 25 See more at Mellens et al. (1996). The Servuction model (according to Eiglier -Langeard, 1987) 8. a) ...
... The limitations of the method are detailed in: e.g. Fisk -Grove (2010) and Kelemenné (2014, p. 18. and pp. 51-54.). ...
The main purpose of this exercise book is to enable students to acquire knowledge about basic marketing subjects and methods. Students will be familiarized with marketing definitions and models and can test their knowledge. The book also contributes to enhancing students’ capabilities in terms of strategic thinking, planning, controlling, and creativity.
This collection of marketing exercises is based on the work of Philip Kotler and Gary Armstrong (2016) (Principles of Marketing) and the marketing books and exercise books of Mariann Kiss (2003, 2005, 2014). However, it also aims to take into account further interesting and state-of-the-art marketing methods and solutions, which are applicable in practice.
The book is structured into nine main chapters, including fundamental concepts, consumer and business markets, STP (segmentation, targeting and positioning) strategy, product, price and retail policy, marketing communication and marketing research. The chapters are divided into three parts, and include exercises, definitions, and practice, along with a case study. The case studies are partly interesting papers and excerpts, partly novel cases, such as the Volkswagen scandal and the success story of chocoMe. There are also cases, which are included to contribute to a deeper understanding of a certain field, explaining, for example, modelling with decision trees.
Several sources are listed that relate to some advanced exercises and case studies that give the reader an opportunity for further exploration, and might help to more deeply understand some problems.
We hope that you enjoy doing the varied exercises and you learn by doing them!
... In fact, there are scientific efforts to analyze, create and manage the socio-technical systems that produce services on the background of the technological, managerial, theoretical and design aspects involved. In doing so, service research is a highly multidisciplinary field [12] that is not yet clearly defined. Most research work conducted is part of the respective field such as sociology, anthropology, ergonomics, system science, computer science, marketing and business administration. ...
... Most research work conducted is part of the respective field such as sociology, anthropology, ergonomics, system science, computer science, marketing and business administration. Currently, the working areas of service research are part of the scientific discussion [12][13][14] and the viewpoint taken may differ. For example, some researchers argue from the viewpoint of an optimal service for the customer, while others have the focus of their work on the systematic engineering of the service delivery. ...
The evolution of the global economy can be characterized through ever shorter life cycles for products and services while, at the same time, development costs increase and the time to bring a new idea into the market reduces. Collaboration has introduced itself as a promising approach to address various challenges enterprises are faced with in such a context. The paper presents a number of observations and theses that point towards future developments. In doing so, the role of services and their development as a major element for successful long-term cooperation in value networks or as a basis for the collaborative enterprise is presented. Instead of providing a clear outline, we will present a number of theses that point towards future developments.
... Patricio et al. [47] proposed a multilevel service design (MSD) model, which enables integrated development of service offerings at three hierarchical levels: (a) designing the firm's service concept; (b) designing the firm's service system; (c) designing each service encounter. MSD also integrates the flower of service metaphor approach [5] into its service concept and value constellation model, the service production framework, the service theater framework [50] into its service system model, and the service blueprint approach [46] and service experience blueprint approach [47] into its service encounter models. Frauendorf [51] proposed a combined approach with service scenarios and a service blueprint to identify the failure point and then reduce transaction costs. ...
... Creating new services requires holistic systems thinking that connects these different levels of service design. It also requires the integration of different disciplines (such as computer science, engineering, social sciences and the arts (Fisk & Grove 2008)) and the work of multidisciplinary teams. An interdisciplinary approach to service design is therefore essential to creating innovative services. ...
This chapter explores creating new services through service design. Service innovation requires developing new ways of value co-creation between customers and service organizations to improve human well-being. Service design is essential to service innovation because it brings a service organization’s strategy and innovative service ideas to life. This chapter introduces service innovation, examines the challenges of creating new services, and synthesizes different contributions from the interdisciplinary service design field. It then presents the multilevel service design method and describes the service design process through its iterative stages of understanding the customer experience, designing the service offering and prototyping the service experience.
... MSD enables integrated development of service offerings at three hierarchical levels: (a) designing the firm's service concept; (b) designing the firm's service system; (c) designing each service encounter. MSD also integrates the flower of service metaphor approach [16] into its service concept and value constellation model; the servuction framework [17] and service theater framework [18] into its service system model; and service blueprint approach [19] and service experience blueprint approach (Patricio et al., 2009) into its service encounter models. In this model, service design can also be addressed at different three levels: (a) the service value proposition and its positioning in the value network (service concept); (b) the service system that enables the customer to co-create the service experience across the customer journey; and (c) the service interaction at each touchpoint (Patrício et al., 2011). ...
... MSD enables integrated development of service offerings at three hierarchical levels: (a) designing the firm's service concept; (b) designing the firm's service system; (c) designing each service encounter. MSD also integrates the flower of service metaphor approach [16] into its service concept and value constellation model; the servuction framework [17] and service theater framework [18] into its service system model; and service blueprint approach [19] and service experience blueprint approach [63] into its service encounter models. In this model, service design can also be addressed at different three levels: (a) the service value proposition and its positioning in the value network (service concept); (b) the service system that enables the customer to cocreate the service experience across the customer journey; and (c) the service interaction at each touchpoint [4]. ...
... The conference also fostered learning and collaborative opportunities among those who attended, including both academics and practitioners, thereby promoting the development of 'T-shaped' people, i.e. people trained in one core area of service but possessing knowledge and the ability to communicate across diverse areas (Spohrer & Kwan, 2008). The payoff of nurturing professional interaction among service researchers from academia and industry as well as internationally is the development of a web of service knowledge (Fisk & Grove, 2008) that has the prospect of continued growth. The Frontiers Conference mirrored the changing landscape of service research and has been a major force in fostering greater service research. ...
The history of the Frontiers in Service Conference and its impact on the service research community was examined by content analyzing each of the 20 conference programs. The results were aggregated and examined for trends regarding program participation on several characteristics, including author, institutional affiliation, country affiliation, and practitioner/academic relationship. Insights regarding the role of the Frontiers Conference in nurturing service knowledge, fostering multinational research collaboration, and bridging the practitioner–academic gap are offered. These findings show strong growth in collaboration across the first 20 years. A total of 57 countries are represented in the data with significant research collaboration across those countries. Also, many corporations are represented in the data, especially International Business Machines (IBM). The value of the Frontiers in Service Conference as a vehicle for encouraging collaboration between service scholars and practitioners globally and for bridging the practitioner–academic gap is established.
... Interdisciplinary service innovation research has been called for in academe and industry. The integration of marketing and operations perspectives has been a concern of new service development (Karniouchina, Victorino, and Verma 2006;Meyer and Schwager 2007;Roth and Menor 2003), but technology infusion and the increasing complexity of service systems require other competences such as computer science, engineering, social sciences, and the arts (Fisk and Grove 2008). Service innovation efforts have been hampered by their isolation in different academic disciplines and a lack of unifying models and languages. ...
The proliferation of complex service systems raises new challenges for service design and requires new methods. Multilevel Service Design (MSD) is presented as a new interdisciplinary method for designing complex service systems. MSD synthesizes contributions from new service development, interaction design, and the emerging field of service design. MSD enables integrated development of service offerings at three hierarchical levels: (a) Designing the firm’s service concept with the customer value constellation of service offerings for the value constellation experience; (b) Designing the firm’s service system, comprising its architecture and navigation, for the service experience; and (c) Designing each service encounter with the Service Experience Blueprint for the service encounter experience. Applications of the MSD method are described for designing a new retail grocery service and for redesigning a bank service. MSD contributes an interdisciplinary service design method that accommodates the cocreative nature of customer experiences and enables experience integration from the design of the service concept through the design of the service system and service encounter.
... As previously indicated, very few efforts have been directed to pursue the entire mainstream of service thought since the early 1990s. An exception is the recent attempt made by Fisk & Grove (2008). Although we do not dispute the possible usefulness of their endeavour, a careful examination of their paper reveals that these authors have drawn a portrait of the service field that is in fact partial (i.e., a service marketing-focused portrait) and based on speculations rather than on real facts. ...
The history of any field of study is an important topic, but few authors have taken on the task of writing the history of service research since the early 1990s. We attempt to fill this gap by providing a comprehensive account on the general course of the service literature from 1993 to now. We propose an extension of the evolutionary metaphor originally proposed by Fisk et al. (1993). Drawing on an extensive multidisciplinary literature, we paint a portrait of the evolution of the service literature over three new stages termed Racing Ahead (1993–1999), Looking Back and Moving Forward (2000–2003), and Airborne (2004–Now). Within each era, we first identify key observations that make it distinguishable from the other stages, and then specifically highlight the major contributions that were made. We also underscore and provide some recommendations for further consideration by interested thinkers in the field for moving it forward.
Service Science, Management and Engineering (SSME) is an emerging discipline which studies service industry under an integrated framework. SSME education trains scientists and skilled service workers to promote innovation and productivity in service industry. Although quite a number of universities started SSME programs years ago, most of them are still in the stage of experiment, and only address a small portion of the total subject. This paper first discusses the objectives of SSME education program—the abilities that service workers and scientists should have. Then, three types of foundation courses of the current programs are discussed in depth; the bachelor, master and PhD degree programs offered currently are analyzed, which include the course contents and teaching methods. Based on the inspirations from these practical programs, a unified model for SSME education is developed and presented, which proposes to unify bachelor, master and PhD programs, and establishes a new service science department comprising areas of service management, service engineering and design, service arts and humanities.
http://www.omikk.bme.hu/collections/phd/Gazdasag_es_Tarsadalomtudomanyi_Kar/2014/Kelemenne_Erdos_Aniko/ertekezes.pdf
This article introduces the Service Experience Blueprint (SEB), a multidisciplinary method for designing multiinterface service experiences, and illustrates its application with two case examples of the redesign of the service experiences of a multichannel bank. The SEB method starts by studying the customer service experience to understand customer experience requirements for different service activities and how these requirements can be satisfied through alternative service interfaces. Based on this analysis, the multi-interface service is designed to allocate service activities to the interfaces best suited to provide the desired experience,
defining channel specialization and integration.
Finally, with the SEB method each service interface is designed to best leverage its unique capabilities and guide customers to other service interfaces whenever that interface better enhances the overall customer experience. By incorporating the contributions of service management, interaction design, and software engineering, the SEB method is a multidisciplinary tool and terminology for service design.
Service Science, Management and Engineering (SSME) is an emerging discipline which studies service industry under an integrated framework. SSME education trains scientists and skilled service workers to promote innovation and productivity in service industry. Although quite a number of universities started SSME programs years ago, most of them are still in the stage of experiment, and only address a small portion of the total subject. This paper first discusses the objectives of SSME education program—the abilities that service workers and scientists should have. Then, three types of foundation courses of the current programs are discussed in depth; the bachelor, master and PhD degree programs offered currently are analyzed, which include the course contents and teaching methods. Based on the inspirations from these practical programs, a unified model for SSME education is developed and presented, which proposes to unify bachelor, master and PhD programs, and establishes a new service science department comprising areas of service management, service engineering and design, service arts and humanities.
The authors offer their personal interpretations as participant-observers together with a data-based analysis of the evolution of the services marketing literature. Bibliographic analysis of more than 1000 English-language, general services marketing publications spanning four decades provides the empirical base for the paper. Using an evolutionary metaphor as the framework, the authors trace the literature through three stages: Crawling Out (1953–79); Scurrying About (1980–85); and Walking Erect (1986-present). The discussion of the three stages shows how the literature has evolved from the early services-marketing-is-different debate to the maturation of specific topics (e.g., service quality, service encounters) and the legitimization of the services marketing literature by major marketing journals. A classification and summary of the publishing outlets where the literature has appeared is presented. The article closes with discussion and speculation on the future of the services marketing literature.
Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships. The authors believe that the new per- spectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange. The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators.
This article presents the results of a qualitative study of a Portuguese bank regarding customer use of Internet banking integrated in a multi-channel offering that includes high street branches, telephone banking, and automatic teller machines. The results show that performance evaluation is a key factor influencing channel use. Customers tend to use the different service delivery systems in a complementary way, taking into account their assessment of the advantages and disadvantages of each one. Customer characteristics, and the type of financial operation, are also identified as important factors influencing this process. These results indicate that, in a multi-channel context, customer satisfaction with Internet services depends not only on the performance of this channel in isolation, but also on how it contributes to satisfaction with the overall service offering.
Humans are extraordinary creatures, with the unique ability among animals to imitate and so copy from one another ideas, habits, skills, behaviours, inventions, songs, and stories. These are all memes, a term first coined by Richard Dawkins in 1976 in his book The Selfish Gene. Memes, like genes, are replicators, and this enthralling book is an investigation of whether this link between genes and memes can lead to important discoveries about the nature of the inner self. Confronting the deepest questions about our inner selves, with all our emotions, memories, beliefs, and decisions, Susan Blackmore makes a compelling case for the theory that the inner self is merely an illusion created by the memes for the sake of replication.
Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of "goods," which usually are manufactured output. The dominant logic focused on tangible resources, embedded value, and transactions. Over the past several decades, new perspectives have emerged that have a revised logic focused on intangible resources, the cocreation of value, and relationships. The authors believe that the new per- spectives are converging to form a new dominant logic for marketing, one in which service provision rather than goods is fundamental to economic exchange. The authors explore this evolving logic and the corresponding shift in perspective for marketing scholars, marketing practitioners, and marketing educators.
Marketing thinking is profoundly dominated by the empiricist world view and the logical empiricist paradigm. This article argues that marketing can be enriched by opening up to alternative paradigms that capture subjective experiences, conflicts, and liberating forces.
Culture is a unique and fascinating aspect of the human species. How did it emerge and how does it develop? Richard Dawkins has suggested that culture evolves and that memes are the cultural replicators, subject to variation and selection in the same way as genes function in the biological world. In this sense human culture is the product of a mindless evolutionary algorithm. Does this imply that we are mere meme machines and that the conscious self is an illusion? Kate Distin extends and strengthens Dawkins's theory and presents a fully developed and workable concept of cultural DNA. She argues that culture's development can be seen both as the result of memetic evolution and as the product of human creativity. Memetic evolution is therefore compatible with the view of humans as conscious and intelligent.
Marketing thinking is profoundly dominated by the empiricist world view and the logical empiricist paradigm. This article argues that marketing can be enriched by opening up to alternative paradigms that capture subjective experiences, conflicts, and liberating forces.
The SSME movement, as currently defined, seems to be primarily focused on engineering/systems/ operations approaches to service.
This viewpoint is too limited, in that there is more to service than efficiency and productivity. In particular the customer
side of service seems to be largely neglected. For SSME to achieve its potential, the topic of how to attract and grow revenue
from customers needs to be a central element.
The commercial use of the Internet for service provision has deeply changed the environment where human-computer interaction takes place, as Web interfaces are now integrated in multi-platform service provision. This work presents the results of a study of a multi-channel Portuguese bank, making use of both marketing and HCI methods and concepts, to understand customer usage of the different service platforms. The study involved in-depth interviews, focus groups, a Web survey and a telephone survey with bank customers. The study allowed the identification of the most important interaction experience requirements for this multi-platform service, and how they are influenced by user profiles and service characteristics. The results also show that customer experience requirements (CERs) have a strong impact on customer choice and usage of the different service platforms and can be better captured with essential use cases (EUCs), as they are technology independent. Designing a multi-platform service interaction should therefore start with a higher level of abstraction that allows a multi-platform, customer experience and essential use case perspectives. With this integrated approach, the Internet service can therefore be designed in order to best leverage its capabilities and its complementarity with the other service platforms.
Lawyers. Accountants. Radiologists. Software engineers. That's what our parents encouraged us to become when we grew up. But Mom and Dad were wrong. The future belongs to a very different kind of person with a very different kind of mind. The era of "left brain" dominance, and the Information Age that it engendered, are giving way to a new world in which "right brain" qualities-inventiveness, empathy, meaning-predominate. That's the argument at the center of this provocative and original book, which uses the two sides of our brains as a metaphor for understanding the contours of our times. In the tradition of Emotional Intelligence and Now, Discover Your Strengths, Daniel H. Pink offers a fresh look at what it takes to excel. A Whole New Mind reveals the six essential aptitudes on which professional success and personal fulfillment now depend, and includes a series of hands-on exercises culled from experts around the world to help readers sharpen the necessary abilities. This book will change not only how we see the world but how we experience it as well.
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