Advanced

Can there only be one? Towards a post-paradigmatic service marketing approach

Hultman, Johan LU and Ek, Richard LU (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:
author
organization
publishing date
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
2012-02-22 16:11:13
date last changed
2017-09-17 03:59:29
@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},
  volume       = {3},
  year         = {2011},
}