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Twenty-seven Years of Service Research : a Literature Review and Research Agenda

Furrer, Olivier ; Yu Kerguignas, Jie ; Delcourt, Cécile ; Gremler, Dwayne D.

In: Journal of Services Marketing, 2020, vol. 34, no. 3, p. 299-316

Purpose – The growing service sector has experienced several revolutions that have transformed the way services are created and delivered. In parallel, services increasingly pique the interest of scholars, resulting in an expanding body of knowledge. Accordingly, it is time to reflect on extant service research, assess its boundaries, and think about its future. This paper aims to consider...