Handbook of Service Marketing Research
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Handbook of Service Marketing Research

Edited by Roland T. Rust and Ming-Hui Huang

The Handbook of Service Marketing Research brings together an all-star team of leading researchers in service marketing to explore many of the hottest topics in service marketing today.
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Chapter 1: Service marketing research: emerging directions

Roland T. Rust and Ming-Hui Huang


Prior work has advanced our thinking of how the increasingly technological world has altered service marketing, as well as the whole field of marketing (Oliver et al. 1998; Rust and Huang 2011, 2013; Rust et al. 2004, 2010; Sun 2006; Vargo and Lusch 2004). Perhaps the best way to discern the current direction of change in a discipline is to assemble an all-star team of thought leaders and see what they are thinking about now. That is exactly what we have done for this book. The most brilliant people in service research from all over the world, both from academia and business, have contributed their latest thinking. We made little attempt to shape their agenda, other than hand-selecting them as forward thinkers, and we encouraged them to pursue the topics they thought were most important. The result is that this volume looks forward as much as it looks back. The reader cannot help but come away with a transformed and enlightened viewpoint about the field.

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