Tracking The Evolution Of The Services Marketing Literature

    Authors

    R. P. Fisk; S. W. Brown;M. J. Bitner

    Comments

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    Abbreviated Journal Title

    J. Retail.

    Keywords

    Organizational-Behavior; Physical Surroundings; Consumer Perceptions; Servqual Scale; Quality; Customer; Model; Satisfaction; Perspective; Encounters; Business

    Abstract

    The authors offer their personal interpretations as participant-observers together with a data-based analysis of the evolution of the services marketing literature. Bibliographic analysis of more than 1000 English-language, general services marketing publications spanning four decades provides the empirical base for the paper. Using an evolutionary metaphor as the framework, the authors trace the literature through three stages: Crawling Out (1953-79); Scurrying About (1980-85); and Walking Erect (1986-present). The discussion of the three stages shows how the literature has evolved from the early services-marketing-is-different debate to the maturation of specific topics (e.g., service quality, service encounters) and the legitimization of the services marketing literature by major marketing journals. A classification and summary of the publishing outlets where the literature has appeared is presented. The article closes with discussion and speculation on the future of the services marketing literature.

    Journal Title

    Journal of Retailing

    Volume

    69

    Issue/Number

    1

    Publication Date

    1-1-1993

    Document Type

    Review

    Language

    English

    First Page

    61

    Last Page

    103

    WOS Identifier

    WOS:A1993LQ73600003

    ISSN

    0022-4359

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