Service Research Integration and Future Directions — The Naples Forum on Service

Service Science, Vol.4, No.2, ISSN: 2164-3962, June 2012

3 Pages Posted: 28 May 2014

See all articles by Ralph Badinelli

Ralph Badinelli

Virginia Tech

Francesco Polese

University of Salerno Medicine Campus - Department of Medicine and Surgery

Cristina Mele

University of Naples

Date Written: 2012

Abstract

Management and marketing research in service is at a turning point, and service research is increasingly challenging existing marketing myths and questioning the validity of traditional approaches. In this mainframe, service-dominant (S-D) logic and service science, along with many-to-many marketing and the viable systems approach, have captured the attention of researchers worldwide in their attempt to advance service research. With S-D logic tracing a new cultural approach to market exchange, systems and network theory represents a set of general interpretation schemes — as insightful metamodels — to be coupled with specific theoretical models in order to better understand the complexity characterizing service science. In this light, it seems unwise to search for the "best model" or the best theoretical proposal capable of framing all marketing or management problems. More appropriately, we are convinced that researchers should try to valorize the integration of scientific approaches positioned at different theoretical levels. Despite the challenge of integrating various cultures, models, approaches, and perspectives, we sense that there is a gradual convergence toward a holistic framework in management and marketing research.

Keywords: service science; service dominant logic; viable systems approach; many-to-many marketing; service research

Suggested Citation

Badinelli, Ralph and Polese, Francesco and Mele, Cristina, Service Research Integration and Future Directions — The Naples Forum on Service (2012). Service Science, Vol.4, No.2, ISSN: 2164-3962, June 2012, Available at SSRN: https://ssrn.com/abstract=2143103

Ralph Badinelli

Virginia Tech ( email )

250 Drillfield Drive
Blacksburg, VA 24061
United States

Francesco Polese (Contact Author)

University of Salerno Medicine Campus - Department of Medicine and Surgery ( email )

Via Salvador Allende
Baronissi, SA 84081
Italy

HOME PAGE: http://areadocenti.eco.unicas.it/polese/

Cristina Mele

University of Naples ( email )

Via Cinthia Monte Sant'Angelo
Via Cinthia Monte S. Angelo
napoli, 80126
Italy

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