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Current & Emerging

Current & Emerging


Research Topics in Services
Research Topics in Services
Marketing/Management
Marketing/Management
Amy K. Smith
Amy K. Smith
The George Washington University The George Washington University
SERVSG Doctoral Consortium
SERVSG Doctoral Consortium
2003 Frontiers in Services Conference 2003 Frontiers in Services Conference
Get Your Priorities Straight
Get Your Priorities Straight
Marketing Science nstitute 2002
Marketing Science nstitute 2002
-
-
2004
2004
MS Top Tier Priority Topics
MS Top Tier Priority Topics

Assessing Marketing Productivity (Return on Assessing Marketing Productivity (Return on


Marketing) and Marketing Metrics Marketing) and Marketing Metrics

Brands and Branding Brands and Branding

Managing Customers Managing Customers

Growth, nnovation, and New Products Growth, nnovation, and New Products

Understanding Customers Understanding Customers


Get Your Priorities Straight
Get Your Priorities Straight (cont.) (cont.)
MS Second Tier Priority Topics
MS Second Tier Priority Topics

The Role of Marketing The Role of Marketing

Collecting, nterpreting, and Using nformation Collecting, nterpreting, and Using nformation
MS Third Tier Priority Topics
MS Third Tier Priority Topics

ntegrated Marketing Communications ntegrated Marketing Communications

Channels Channels

Marketing & Society Marketing & Society

Pricing, Bundles, and Promotions Pricing, Bundles, and Promotions

Other Other
Pay Attention to Pundits
Pay Attention to Pundits
"
"
What we need now is more research on the
What we need now is more research on the
consequences of automating service. How do
consequences of automating service. How do
customers respond to automation? What
customers respond to automation? What
satisfies them? How much can automation
satisfies them? How much can automation
increase revenues? Can the profitability of
increase revenues? Can the profitability of
automation be documented, not just from the
automation be documented, not just from the
cost side but also from the revenue side? How
cost side but also from the revenue side? How
is automated service different from personal
is automated service different from personal
service? What are the implications for how
service? What are the implications for how
service should be managed?
service should be managed?

- - Roland Rust, Editor, Roland Rust, Editor, JSR JSR


Pay Attention to Pundits
Pay Attention to Pundits (cont.) (cont.)
Linking marketing actions with customer
Linking marketing actions with customer
behavior and financial outcomes
behavior and financial outcomes

customer asset management, brand equity, database marketing, customer asset management, brand equity, database marketing,
direct/interactive marketing, marketing metrics for decision direct/interactive marketing, marketing metrics for decision
makers makers
Synchronizing multiple, complementary
Synchronizing multiple, complementary
channels within an organization
channels within an organization

role of electronic channels, integration of the nternet and Web role of electronic channels, integration of the nternet and Web- -
based activities within the communications mix, harmonization of based activities within the communications mix, harmonization of
actions within value chains, two actions within value chains, two- -way interactions within way interactions within
channels, allocation of effort across products channels, allocation of effort across products
- - Ruth N. Bolton, Editor, Ruth N. Bolton, Editor, JM JM
Pay Attention to Pundits
Pay Attention to Pundits (cont.) (cont.)
Understanding how markets function and evolve
Understanding how markets function and evolve

growth, innovation, new product development and prediction of growth, innovation, new product development and prediction of
marketplace acceptance, role of technology, electronic marketplace acceptance, role of technology, electronic
information exchange, electronic markets, networks, institutiona information exchange, electronic markets, networks, institutional l
arrangements and inter arrangements and inter- -organizational governance, implications organizational governance, implications
of these phenomena for public policy and societal welfare of these phenomena for public policy and societal welfare
nvestigations of global marketing challenges
nvestigations of global marketing challenges

development of horizontal market segmentation strategies development of horizontal market segmentation strategies
across borders, marketing strategies for emerging economies, across borders, marketing strategies for emerging economies,
role of networks role of networks
- - Ruth N. Bolton, Editor, Ruth N. Bolton, Editor, JM JM
FoIIow the Money TraiI $$$
FoIIow the Money TraiI $$$
Teradata Center for Customer
Teradata Center for Customer
Relationship Management at Duke
Relationship Management at Duke
University
University

Customer Behavior Customer Behavior


Service Encounters and CRM Service Encounters and CRM

Strategic Firm Behavior Strategic Firm Behavior


Servicescape and CRM Servicescape and CRM

Estimation Tools Estimation Tools


SERVQUAL and CRM SERVQUAL and CRM
FoIIow the Money TraiI $$$
FoIIow the Money TraiI $$$ (cont.) (cont.)
Center for e
Center for e
-
-
Service
Service

Robert H. Smith School of Business, UMD Robert H. Smith School of Business, UMD
" "Exploring the customer side of e Exploring the customer side of e- -commerce commerce
" "Designed to help companies navigate in the new, tougher Designed to help companies navigate in the new, tougher
world of e world of e- -Commerce Commerce
Center for Services Leadership
Center for Services Leadership

Arizona State University Arizona State University


" "Focus on the customer Focus on the customer
" "Strategies and tools to drive profit and lead change Strategies and tools to drive profit and lead change
RoII with the Wrap
RoII with the Wrap
-
-
Ups
Ups
Literature Reviews
Literature Reviews (e.g., Davidow, (e.g., Davidow, JSR, February 2003 JSR, February 2003) )

Six Dimensions Six Dimensions


Timeliness Timeliness - - context and mode specific context and mode specific
Facilitation Facilitation - - relative effectiveness of elements relative effectiveness of elements
Redress Redress - - contingency framework and moderating variables, contingency framework and moderating variables,
Apology Apology - - interactions and different perceptions interactions and different perceptions
Credibility Credibility - - tradeoff with speed tradeoff with speed
Attentiveness Attentiveness - - saliency and consistent control saliency and consistent control

mpact on behaviors; Situational variables; Consensus on mpact on behaviors; Situational variables; Consensus on
conceptualizations; Effect of non conceptualizations; Effect of non- -complainers complainers
Special Sections/ssues/Volumes
Special Sections/ssues/Volumes

JSR JSR - - Customer Equity Management Customer Equity Management

JM JM - - Linking Marketing to Financial Performance and Firm Value Linking Marketing to Financial Performance and Firm Value

JSM JSM - - Service Recovery & Service Continuity Service Recovery & Service Continuity

AM AM - - State of the Art Research on nt State of the Art Research on nt' 'l Services Marketing l Services Marketing
Scan the Business Press
Scan the Business Press
Look at Satisfaction Levers or Else!
Look at Satisfaction Levers or Else!

Aggregate ndices Hide Effects & Oversimplification Distorts the Aggregate ndices Hide Effects & Oversimplification Distorts the
Picture Picture
Marketing Management Marketing Management, September/October 2003 , September/October 2003
A Tale of Two Services
A Tale of Two Services

Challenges of Enterprise Wide CRM in Retail Challenges of Enterprise Wide CRM in Retail

Banks Profit from MVC nfo Banks Profit from MVC nfo
1to1 Magazine, October 2003 1to1 Magazine, October 2003
Services Use Word
Services Use Word
-
-
of
of
-
-
Body to Boost Brands
Body to Boost Brands

" "Brand Ambassadors Brand Ambassadors Sport Tattoos for Service Companies Sport Tattoos for Service Companies
Marketing News Marketing News, September 15, 2003 , September 15, 2003
Rip It from the HeadIines
Rip It from the HeadIines
Customer Resentment, Rage, Revenge
Customer Resentment, Rage, Revenge

" "Seller Beware: Customers Are Mad as Hell Seller Beware: Customers Are Mad as Hell
The Washington Post The Washington Post, September 9, 2003 , September 9, 2003
Man Against Machine
Man Against Machine

" "Whatever Happened to Customer Service? Whatever Happened to Customer Service?


USA Today USA Today, September 26, 2003 , September 26, 2003
Service Training: Mickey Mouse &
Service Training: Mickey Mouse &
Broadway?
Broadway?

" "Welcome to Assisted Living Land, Folks! Welcome to Assisted Living Land, Folks!
The Washington Post The Washington Post, October 14, 2003 , October 14, 2003

" "An Act of Empathy: An Act of Empathy: ' 'Wit Wit' ' Star Seeks to Teach Star Seeks to Teach
Doctors the Lost Art of Conveying Emotions Doctors the Lost Art of Conveying Emotions
The Washington Post The Washington Post, October 21, 2003 , October 21, 2003
Hop into the Hype
Hop into the Hype
Example Opportunity: CRM
Example Opportunity: CRM
CRM s Like Teenagers and Sex:
CRM s Like Teenagers and Sex:

Everyone is talking about it Everyone is talking about it

Everyone thinks everyone else is doing it Everyone thinks everyone else is doing it

Many of those who say they are doing it, aren Many of those who say they are doing it, aren' 't t really really
doing it doing it

Those who are doing it, for the most part, are doing it Those who are doing it, for the most part, are doing it
badly badly
Don
Don
'
'
t Forget Your ABC
t Forget Your ABC
'
'
s
s
Acronyms
Acronyms

CEM CEM

SRM & PRM SRM & PRM


Buzz Words
Buzz Words

" "Real Real- -time time Personalization Personalization

Customer Poaching Customer Poaching

Collaborative Filtering & Rapid Prototyping Collaborative Filtering & Rapid Prototyping

Hiving Hiving

e e- -Servicescape Servicescape
Chats
Chats

ELMAR & SERVSG Listservs ELMAR & SERVSG Listservs

CRMcommunity.com CRMcommunity.com

Conferences & Coffee Talk Conferences & Coffee Talk


A Few of MY Favorite Things
A Few of MY Favorite Things
Service Failure & Recovery
Service Failure & Recovery

Service Networks Service Networks

B2B B2B

Flip Flip- -side side

Emotions Emotions

Online & e Online & e- -Service Service

Cross Cross- -disciplinary Approach (e.g., SMPP) disciplinary Approach (e.g., SMPP)
Service Relationships
Service Relationships

Commitment in B2C Commitment in B2C

Value in B2B and Over Time Value in B2B and Over Time

Partnership nvestments Partnership nvestments

CRM ssues & RO CRM ssues & RO


Creative Circus
Creative Circus
What themes, trends, topics do YOU see?
What themes, trends, topics do YOU see?
What other methods can be used to spot
What other methods can be used to spot
them?
them?
How can you determine the
How can you determine the
"
"
cycle time
cycle time

or
or
"
"
shelf
shelf
-
-
life
life

of a research topic?
of a research topic?
YO
YO
-
-
What
What
'
'
s hot? What
s hot? What
'
'
s not? Why?
s not? Why?
Who is the best candidate to be the Faith
Who is the best candidate to be the Faith
Popcorn of services marketing?
Popcorn of services marketing?