Twenty-Seven Years of Service Research: A Literature Review and Research Agenda

Furrer, Olivier; Kerguignas, Jie; Delcourt, Cécile; Gremler, Dwayne

doi:10.1108/JSM-02-2019-0078

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Twenty-Seven Years of Service Research: A Literature Review and Research Agenda

Furrer, Olivier; Kerguignas, Jie; Delcourt, Cécile et al.

2020 • In Journal of Services Marketing, 34 (3), p. 299-316

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10.1108/JSM-02-2019-0078

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Keywords :

research agenda; literature review; content analysis

Abstract :

[en] Purpose – The growing service sector has experienced several revolutions that have transformed the way services are created and delivered. In parallel, services increasingly pique the interest of scholars, resulting in an expanding body of knowledge. Accordingly, it is time to reﬂect on extant service research, assess its boundaries, and think about its future. This paper aims to consider three research questions: How has service research evolved over the past 27years? Which articles have most inﬂuenced the evolution of service research in the past 27years? What are the most promisingresearchthemesforthefuture? Design/methodology/approach – To answer these questions, the authors analyze the contents of 3,177 service research articles published in ten majoracademicjournals between1993and August2019.Multiplecorrespondenceanalysis reveals theevolutionofkeyserviceresearch themesand theirunderlyingrelationships. Findings – The research themes are organized in a growth–share matrix with four quadrants (stars, question marks, cash cows and pets) and also combine into four research clusters (human resource management, organizational behavior and strategy, technology, and operations and customer behavior and marketing). Together with a speciﬁed list of inﬂuential articles that have shaped the evolution of service research, these insights suggest anagendaforresearch. Originality/value – Acknowledging the vast growth of service research, this study presentsan up-to-date picture of the discipline and an agenda to stimulatecontinuedresearch

Disciplines :

Marketing

Author, co-author :

Furrer, Olivier

Kerguignas, Jie

Delcourt, Cécile ; Université de Liège - ULiège > HEC Liège : UER > UER Management : Marketing

Gremler, Dwayne

Language :

English

Title :

Twenty-Seven Years of Service Research: A Literature Review and Research Agenda

Publication date :

2020

Journal title :

Journal of Services Marketing

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Issue :

Pages :

299-316

Peer reviewed :

Peer reviewed

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since 14 January 2020

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