Abstract

We present a systematic review of the literature on services marketing. In doing so, we trace how the domain’s core characteristics have changed over the years, with technology playing a disruptive role. The IHIP (intangibility, heterogeneity, inseparability, and perishability) framework once distinguished services marketing as a sub-discipline of marketing. However, with the advent of the concept of service-dominant logic, ‘services’ within the marketing domain are no more seen as a special case but as the core of what consumers need. The article examines the key theoretical issues surrounding the shift in services marketing and concludes by providing future directions.

摘要

我们对服务营销的文献进行了系统的回顾。在此过程中，我们追溯了该领域的核心特征多年来是如何变化的，而技术则扮演着颠覆性的角色。IHIP（无形性、异质性、不可分离性和易腐性）框架曾经将服务营销区分为营销的一个子学科。然而，随着服务主导逻辑概念的出现，营销领域内的“服务”不再被视为一个特例，而是成为消费者需求的核心。本文探讨了围绕服务营销转变的关键理论问题，并通过提供未来方向作为结论。