Transcript Services Research: A Piggy Back into the Future

Services Research: A Piggy
Back into the Future
Mark Gabbott Ph.D
Professor and Chair of Marketing
Monash University
Department of Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
Future of Services Marketing?
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If I could predict it, I would be here anyway….
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“Everything that can be invented has been
invented” – 1899 C. Duel, Commissioner, US
Office of Patents.
Department of Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
Looking Back
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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
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‘walking erect’
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Department of Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
Old Agendas
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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 Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
Current Agendas
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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 Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
Business Issues
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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 Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
Current Business Trends in
SE Asia
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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 Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
For us Now
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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 Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
Where the action is
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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 Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
Who’s operating….
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Management Theorists
 HRM
 Operation Management
 Psychologists
 Medical Researchers
 Mathematicians
 Accounting and Finance
 Lawyers
 Designers, Architects
Department of Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
Where to go …. SE Asia
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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 Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
For me…..us
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From Dyadic to Triadic to ……
 Organising multiple delivery components
 Integration of ‘lead’ and ‘follower’ cultures
 Managing the ‘Brand’
 People
HP, Franchise, Remote CCC’s, Travel
Department of Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
For me….us
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Increasing diversity of markets
 One to one, one to many
 Making CRM work
 People training, selection
 Performance measurement
Dot.com, professional services, delight,
expectations, emotions
Department of Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
For me….us
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The Dark Side
 Anger and anger management
 Building in transaction costs
 Deleting customers
 Stakeholder value
 Getting the profit thing sorted out
Banks, Telcos, Government, Hospitals
Department of Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott
So back to the title
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Business is not seeing service as special but
part of value engineering
Service research needs to lift its head and
drop its baggage
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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 Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 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 Marketing
Frontiers in Services; Tenth Annual
AMA
25-28 October 2001; Mark Gabbott