Webbläsaren som du använder stöds inte av denna webbplats. Alla versioner av Internet Explorer stöds inte längre, av oss eller Microsoft (läs mer här: * https://www.microsoft.com/en-us/microsoft-365/windows/end-of-ie-support).

Var god och använd en modern webbläsare för att ta del av denna webbplats, som t.ex. nyaste versioner av Edge, Chrome, Firefox eller Safari osv.

Johan Hultman.

Johan Hultman

Professor

Johan Hultman.

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

Författare

  • Johan Hultman
  • Richard Ek

Summary, in English

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

Avdelning/ar

  • Institutionen för tjänstevetenskap

Publiceringsår

2011

Språk

Engelska

Sidor

166-180

Publikation/Tidskrift/Serie

International Journal of Quality and Service Sciences

Volym

3

Issue

2

Dokumenttyp

Artikel i tidskrift

Förlag

Emerald Group Publishing Limited

Ämne

  • Social Sciences Interdisciplinary

Aktiv

Published

ISBN/ISSN/Övrigt

  • ISSN: 1756-669X