Predicting a diverse future: Directions and issues in the marketing of services

G. Foxhall, S.A. Laing, B. Lewis, G.M. Hogg

Research output: Contribution to journalArticle

Abstract

Driven by technological developments, deregulation, and globalisation the service sector in post-industrial economies is facing unprecedented change. Utilising a scenario planning framework, the paper examines the impact of such changes on a cross-section of service categories. Acknowledging that the derivation of generic sector wide trends from the analysis of discrete service categories runs the risk of over simplification, three core trends were identified: the increasing importance of technological mediation; changing consumer and professional roles; and decreasing importance of relational factors in consumer decision making. These trends pose fundamental challenges to service providers and offer researchers a rich context in which to advance marketing theory.
LanguageEnglish
Pages479-494
Number of pages15
JournalEuropean Journal of Marketing
Volume36
Issue number4
DOIs
Publication statusPublished - 2002

Fingerprint

Future directions
Marketing
Factors
Mediation
Globalization
Service sector
Consumer decision making
Deregulation
Scenario planning
Technological development
Cross section
Service provider
Marketing theory

Keywords

  • globalization
  • services marketing
  • technological change

Cite this

Foxhall, G. ; Laing, S.A. ; Lewis, B. ; Hogg, G.M. / Predicting a diverse future: Directions and issues in the marketing of services. In: European Journal of Marketing. 2002 ; Vol. 36, No. 4. pp. 479-494.
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Predicting a diverse future: Directions and issues in the marketing of services. / Foxhall, G.; Laing, S.A.; Lewis, B.; Hogg, G.M.

In: European Journal of Marketing, Vol. 36, No. 4, 2002, p. 479-494.

Research output: Contribution to journalArticle

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