Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

Services Research: A Piggy Back into the Future

Mark Gabbott Ph.D

Professor and Chair of Marketing

Monash University

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

Future of Services Marketing?

If I could predict it, I would be here anyway….

“Everything that can be invented has been invented” – 1899 C. Duel, Commissioner, US Office of Patents.

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

Looking Back

Delimiting services as a product (Shostack, Lovelock, Gronroos, Berry, Suprenant)

Developing issues associated with properties (Zeithaml, Bateson, Brown,Webster)

Identifying managerial tools (Zeithaml et al, Rust, Oliver, Gummesson, Parasuraman, Teas)

Illuminating dimensions of delivery (Czepiel, Bitner, Fisk and Grove, Berry, Day)

Exploring issues associated with consumption

‘walking erect’

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

Old Agendas

Service quality (PZB 1985, 88, Carman 90) Satisfaction (Latour 79, Oliver 1989,

Anderson 93) Service Loyalty (Crosby 87,90, Czepiel 90) Self Service (Zeithaml Gilly 87, Bateson 85) Customisation (Reichheld 93, Bitner 90) Internationalisation (Nicolaud 89, Erramilli 90) Technology (Raub 81, Langeard 81)

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

Current Agendas

Service Quality (Brady & Cronin 2001) Satisfaction (Fournier & Glen Mick 1999) Service Loyalty (Ganesh et al 2000) Self Service (Meuter et al 2000) Customisation (Zeithaml 2000) Internationalisation (Knight 1999) Technology (Parsu 2000, 2001)

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

Business Issues

Impact of technology (web, remoteness) Customer Value (understanding, creating) Performance Measurement (marketing

budgets) Internationalisation (import and export) Knowledge (professional services, capture) Operations (outsourcing, process, SCM) Functional vs activity orientation Relationships (who, what, when, where,why) People (empowerment, micro effects)

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

Current Business Trends in SE Asia

Holistic Value Offerings Leveraging product through service

Differential Packaging Anti-Commodification (telcos, air)

Revenue Extraction Free goods, service contracts

Cocooning Consumers Home service, location independent

Non Traditional Businesses and Service Legacy Integration

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

For us Now

Positioning based upon distinction Separate, different, own agenda

Research Infrastructure based upon separation/specialisation

Journals, conferences, ‘Leakage’ of core ideas

‘walking erect but looking at our feet in astonishment’

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

Where the action is

Supply chain management and the integration of service (Youngdahl 99)

Knowledge supply chains (new) Organisational culture and change (Homburg

2000) Operations design and information

management Customer contact and profiling options Accounting (pricing, demand mgt, revenue) Service Branding (Berry 2000)

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

Who’s operating….

Management Theorists HRM Operation Management Psychologists Medical Researchers Mathematicians Accounting and Finance Lawyers Designers, Architects

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

Where to go …. SE Asia

Understanding customer value Customer education to optimise usage Tracking algorithms for extended services New service development and deletion Developing service culture in organisations Service behaviour in open settings Technology as part, all or an option in

delivery Design and human interfaces

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

For me…..us

From Dyadic to Triadic to ……Organising multiple delivery components Integration of ‘lead’ and ‘follower’ culturesManaging the ‘Brand’ People

HP, Franchise, Remote CCC’s, Travel

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

For me….us

Increasing diversity of marketsOne to one, one to manyMaking CRM workPeople training, selectionPerformance measurement

Dot.com, professional services, delight, expectations, emotions

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

For me….us

The Dark SideAnger and anger managementBuilding in transaction costsDeleting customersStakeholder valueGetting the profit thing sorted out

Banks, Telcos, Government, Hospitals

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

So back to the title

Business is not seeing service as special but part of value engineering

Service research needs to lift its head and drop its baggage

We can move forward incrementally on our own

We can hitch a ride with other researchers beyond our traditional area

We’ve probably reached our fractal depth

Department of MarketingFrontiers in Services; Tenth Annual AMA25-28 October 2001; Mark Gabbott

Services Research: A Piggy Back into the Future

Mark Gabbott Ph.D

Professor and Chair of Marketing

Monash University