Viewpoint: service marketing research priorities

Grönroos, Christian

doi:10.1108/jsm-08-2019-0306

Cited by 47 publications

(37 citation statements)

References 31 publications

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“…In this manner, the organization, along with its internal clients, can achieve their set objectives and strategies. Thereafter, this concept was developed, experiencing three stages of evolution [ 52 ]: the first one was aimed at employee satisfaction and motivation [ 51 , 53 ]; the second was aimed towards the consumer (external client), internal marketing becoming a form of integration of various vital functions enhancing customer relations [ 54 ]; whereas the third stage transformed internal marketing in a mechanism for the implementation of organizational strategies [ 55 ].…”

Section: Literature Review and Conceptual Model Developmentmentioning

confidence: 99%

The Influence of Internal Marketing and Job Satisfaction on Task Performance and Counterproductive Work Behavior in an Emerging Market during the COVID-19 Pandemic

Nemțeanu

Dabija

2021

IJERPH

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To reduce the spread of the virus, authorities have imposed restrictive measures, such as limiting movement of individuals, shutting down non-essential stores, imposing a general or local quarantine, along with physical distancing and isolation of vulnerable people. Remote working has become the ‘new normal’ for many organizations, engendering further challenges for employees, who have started experiencing anxiety, technostress caused by digitalization and lack of social interaction, frustration, occupational burden, counterproductive work behavior, exhaustion, burnout, depersonalization, and increased turnover intention. All these factors, corroborated by prolonged restrictions, have contributed to a decrease in employee satisfaction, diminishing performance and generating a counterproductive behavior. Based on Social Exchange Theory, this research plans to investigate the influence of internal marketing on job satisfaction, task performance, and counterproductive work behavior in the context of the COVID-19 pandemic in an emerging market, namely Romania. Based on a quantitative research study among 850 employees, we show that internal marketing strongly and significantly impacts job satisfaction, while insignificantly impacting task performance and counterproductive work behavior. Job satisfaction actuates task performance in a significant and positive manner, contributing to a reduction in counterproductive work behaviors. This paper highlights the effects of internal marketing orientation on job satisfaction, and the effects of job satisfaction on job performance and counterproductive work behaviors.

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Section: Literature Review and Conceptual Model Developmentmentioning

confidence: 99%

The Influence of Internal Marketing and Job Satisfaction on Task Performance and Counterproductive Work Behavior in an Emerging Market during the COVID-19 Pandemic

Nemțeanu

Dabija

2021

IJERPH

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“…As our findings and the example clearly support, researchers might not detect customers’ underlying motivations when only applying chronological age. Consequently, there is solid support for transferring service marketing to promise management (Grönroos 2020). If promises need to be made and successfully kept, promise-making, promise-keeping, and promise-enabling all need to adapt to the way customers change in an FTP.…”

Section: Discussionmentioning

confidence: 99%

Revisiting the Age Construct: Implications for Service Research

Kuppelwieser

Klaus

2020

Journal of Service Research

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People in the older consumer segment spend more money on services than those in other segments, making them a desired target for service providers. This universal trend has led researchers to start discussing this trend’s implications for service research and marketing practice. These discussions’ results are ambiguous because service researchers and managers face the problem of having to choose between three main age constructs: chronological age, cognitive age, and future time perspective (FTP). Unfortunately, current age-related research lacks an understanding of their real value, as only a few studies have combined them to discuss their specific impact. Recognizing this gap in the literature, this article compares the three age constructs in behavioral and perceptional settings. We highlight each age construct’s merits and weaknesses as well as exploring which construct delivers the best results in which service context. Bayesian analyses of our data reveal that chronological age has its merits as a control variable but does not sufficiently discriminate between age groups’ behavior and perceptions. Cognitive age is useful if customers’ own age perceptions are included but only identifies age differences in specific service settings. FTP consistently detects age-related differences in customers’ perceptions and in their behavior in all contexts.

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“…how can a manager, use his tools to benefit from the observed customer phenomenon). For instance, Grönroos (2020) and Wirtz (2020) both recently observed that service research has a tendency to specialize in particular niche topics, while at the same time neglecting the big question: how to market services more effectively?…”

Section: Current State Of Digital Media In the Service Research Fieldmentioning

confidence: 99%

After the revolution – new chances for service research in a digital world

Walsh¹

2020

JOSM

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PurposeDigital media has revolutionized societies and changed forever how we do business. This paper aims to determine the current scope of service research in the area of digital media, identifying research gaps and introducing new research contributions to complement our knowledge of digital media.Design/methodology/approachBased on all service articles of the SERVSIG literature alert system from 2016 to 2019, a subset of digital media articles was identified and latent Dirichlet allocation (LDA) text-mining methods were used on the abstracts and titles of the articles for topic modeling of the field. Dominant research topics were identified and depicted in a two-dimensional space.FindingsThe study identifies eight distinct topic areas of digital media in service research and shows their relationship to each other in a two-dimensional space. A clear tendency in service research towards taking primarily a customer (versus business perspective) of digital media can be observed. Further, for some journals, a trend towards specialization on particular topics could be detected.Research limitations/implicationsThis article advocates for more digital media research with a stronger business perspective. Further, although particular new technologies are exciting to discuss, it seems that the importance of customer relationship topics in digital media is not reflected in the current digital media research as needed.Originality/valueThe article uses a quantitative–explorative approach to determine the current state of research in regard to digital media in services. The authors introduce 11 new studies that aim to close the knowledge gap in critical areas of digital media.

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Viewpoint: service marketing research priorities

Cited by 47 publications

References 31 publications

The Influence of Internal Marketing and Job Satisfaction on Task Performance and Counterproductive Work Behavior in an Emerging Market during the COVID-19 Pandemic

The Influence of Internal Marketing and Job Satisfaction on Task Performance and Counterproductive Work Behavior in an Emerging Market during the COVID-19 Pandemic

Revisiting the Age Construct: Implications for Service Research

After the revolution – new chances for service research in a digital world

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