دانلود مقاله ISI انگلیسی شماره 2832
ترجمه فارسی عنوان مقاله

به سوی درک عمیق تر از بازاریابی خدمات : گذشته، حال و آینده

عنوان انگلیسی
Toward a deeper understanding of service marketing: The past, the present, and the future
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
2832 2011 17 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : International Journal of Research in Marketing, Volume 28, Issue 3, September 2011, Pages 231–247

ترجمه کلمات کلیدی
بازاریابی خدمات - تحلیل استنادی اشتراک در متن - سنتز پژوهی - روند تحقیقات - تحلیل شبکه های استنادی
کلمات کلیدی انگلیسی
پیش نمایش مقاله
پیش نمایش مقاله  به سوی درک عمیق تر از بازاریابی خدمات : گذشته، حال و آینده

The authors investigate the intellectual pillars of service marketing and its evolution through key subareas during 1992–2009 using a citation-based approach. They derive insights for the most promising research directions. The results reveal the dynamic influences of different research topics on service marketing. In a graphical representation, the authors further show that the main topics have changed their research orientations over time. For example, the literature on online service & technology infusion reveals an increasingly operational and customer-focused orientation. A citation-based measure of the significance of research opportunities and a comparison with the topics found in recent literature reviews indicate that research on managing business-to-business services & service infusion, complaint handling & service recovery, and enhancing and managing the service value chain are promising topics. These results assist academics and practitioners by revealing what we know about service research and what we need to know in the future.