Viewpoint: service research in Post-Soviet states and the former eastern bloc

Abstract

Purpose This paper aims to improve the service discipline’s understanding of the unique challenges and opportunities that services marketers encounter in Central, Eastern and Southeastern Europe (CESEE) and Post-Soviet states. This paper also serves as an introduction to the special section about services marketing perspectives in this region. Design/methodology/approach Considering the Post-Soviet reality, the paper is a viewpoint regarding the specific development potential of services marketing in the CESEE region. In addition, the three papers included in the special section use a variety of research methods, participants and service settings. Findings First, this paper outlines the positive and negative consequences of the radical changes in the services markets over the past 30 years. Next, all three papers included in the special section explore the distinctive customer perspective of services marketing. Finally, this paper discusses the specific relationship building environment of the Post-Soviet reality and how its unique do-it-yourself background contributes to the existing discussion on consumers’ involvement in the co-creation of value. Research limitations/implications The findings from this special section have valuable implications for future research on services marketing in the CESEE markets, although these may not always be generalizable beyond the unique context of the research detailed in each of these papers. Practical implications This research, along with the three papers, presents some useful directions for services marketing managers cooperating with the CESEE markets, such as understanding and managing the expectations of their customers or employees. Originality/value This paper is one of the first attempts to understand the uniqueness of the under-researched area of services marketing in the CESEE and Post-Soviet States, both from a theoretical and empirical point of view. This also provides previously under-represented authors from the region the opportunity to present their perspective to an international service community.

Revisiting antecedents to collaborative consumption in the context of dual role consumers

“…The socio-ecological perspective (Carrete et al, 2017;Oishi & Graham, 2010) goes beyond rational decisions and emphasizes the embeddedness of each human decision in a multi-layered socio-cultural ecosystem (see variables in the upper left panel of Figure 1). Such as "prosumers" (Gnusowski, 2021;Mitrega et al, 2021).…”

“…This context is specific in terms of the potential for co‐creation of services by providers and users. The context showcases the presence of proactive consumers who engage in entrepreneurial activities, and are commonly referred to as “prosumers” (Gnusowski, 2021; Mitrega et al, 2021).…”

“…Specifically, the research focuses on the antecedents of behavior for people who have already engaged with various forms of CC as both users and providers; also referred to here as dual‐role consumers. We also use the original context for their dual‐role engagement: the transformative post‐communist country that enables specific consumer behavior (Gnusowski, 2021; Ianole‐Călin et al, 2020; Mitrega et al, 2021). Unlike one type of product/service (for example, car sharing or coachsurfing), this study examines the motivations for engagement in sharing different types of products/services.…”