Can there only be one? Towards a post-paradigmatic service marketing approach
(2011) In International Journal of Quality and Service Sciences 3(2). p.166-180- Abstract
- 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... (More) - 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 (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/2342918
- author
- Hultman, Johan LU and Ek, Richard LU
- organization
- publishing date
- 2011
- type
- Contribution to journal
- publication status
- published
- subject
- in
- International Journal of Quality and Service Sciences
- volume
- 3
- issue
- 2
- pages
- 166 - 180
- publisher
- Emerald Group Publishing Limited
- external identifiers
-
- scopus:84986043536
- ISSN
- 1756-669X
- DOI
- 10.1108/17566691111146078
- language
- English
- LU publication?
- yes
- id
- 350836a6-0d80-4f18-b2b1-326b0cc9273d (old id 2342918)
- date added to LUP
- 2016-04-01 10:48:04
- date last changed
- 2023-01-02 07:58:04
@article{350836a6-0d80-4f18-b2b1-326b0cc9273d,
abstract = {{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. <br/><br>
<br/><br>
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. <br/><br>
<br/><br>
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. <br/><br>
<br/><br>
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. <br/><br>
<br/><br>
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. <br/><br>
<br/><br>
Originality/value – An ontologically grounded critique of the ad hoc nature of contemporary service marketing theory}},
author = {{Hultman, Johan and Ek, Richard}},
issn = {{1756-669X}},
language = {{eng}},
number = {{2}},
pages = {{166--180}},
publisher = {{Emerald Group Publishing Limited}},
series = {{International Journal of Quality and Service Sciences}},
title = {{Can there only be one? Towards a post-paradigmatic service marketing approach}},
url = {{http://dx.doi.org/10.1108/17566691111146078}},
doi = {{10.1108/17566691111146078}},
volume = {{3}},
year = {{2011}},
}