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

Laing, Angus; Lewis, Barbara; 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.

DOI (Digital Object Identifier) Link: http://dx.doi.org/10.1108/03090560210417273
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Abstract

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
ISSN: 0309-0566
Keywords: Globalization; Services marketing; Technological change
Academic Unit/Department: Open University Business School
Item ID: 1762
Depositing User: Users 12 not found.
Date Deposited: 01 Jun 2006
Last Modified: 02 Dec 2010 19:46
URI: http://oro.open.ac.uk/id/eprint/1762
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