Revisiting "big ideas in services marketing" 30 years later Academic Article

abstract

• Purpose Big Ideas in Services Marketing, published in 1987, identified seven precepts fundamental to the just emerging field; this paper aims to explore the relevance of these ideas three decades later and discuss what should be changed and what should be added. Design/methodology/approach Deep reflection on the central ideas proposed in a paper written 30 years ago through the lens of the authors personal research and learning journey was the basis for preparing this retrospective essay. Findings The seven ideas presented in the original paper have stood the test of time although one of the seven services branding was incompletely developed. After 30 years, four more ideas need to be added, i.e. competing on value, meeting and exceeding customers expectations, saving customers time and effort, and generosity. Originality/value The proposals in the 1987 paper offered an early framework for consideration by scholars who have produced a worthy body of work and brought services marketing into its own as a legitimate discipline.

authors

• Berry, Leonard

published proceedings

• JOURNAL OF SERVICES MARKETING

author list (cited authors)

• Berry, L. L.

citation count

• 31

complete list of authors

• Berry, Leonard L

publication date

• February 2016

publisher

• Emerald  Publisher

published in

• Journal of Services Marketing  Journal

keywords

• Branding
• Convenience
• Generosity
• Service Quality
• Services Marketing Precepts
• Value

Digital Object Identifier (DOI)

• 10.1108/JSM-10-2015-0318

start page

• 3

end page

• 6

volume

• 30

issue

• 1

URL

• http%3A%2F%2Fdx.doi.org%2F10.1108%2Fjsm-10-2015-0318