Exploring Service Marketing: A Compilation of 5 Influential Studies

Exploring Service Marketing: A Compilation of 5 Influential Studies

This curated list features 5 impactful English research papers published within the last 15 years, all focusing on the dynamic field of service marketing. These studies, authored by non-Chinese scholars, delve into various aspects of customer experience, loyalty, and the evolving role of online reviews in shaping consumer behavior.

References:

1. Chen, Y., & Xie, J. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477-491. This study examines the growing influence of online consumer reviews as a powerful element within the marketing communication mix, highlighting its role in shaping word-of-mouth marketing.

2. Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty—An empirical analysis. Psychology & Marketing, 18(1), 43-66. This paper investigates how individual customer characteristics can influence the relationship between their satisfaction levels and loyalty towards a brand or service.

3. Keiningham, T. L., Cooil, B., Aksoy, L., & Andreassen, T. W. (2007). A longitudinal examination of net promoter and firm revenue growth. Journal of Marketing, 71(3), 39-51. This research explores the correlation between a company's Net Promoter Score (NPS) – a metric reflecting customer loyalty and satisfaction – and its revenue growth over time.

4. Rust, R. T., Lemon, K. N., & Zeithaml, V. A. (2004). Return on marketing: Using customer equity to focus marketing strategy. Journal of Marketing, 68(1), 109-127. This study emphasizes the importance of customer equity as a key metric for assessing marketing effectiveness and advocates for aligning marketing strategies with maximizing customer lifetime value.

5. Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of Retailing, 85(1), 31-41. This paper provides a comprehensive framework for understanding customer experience creation, examining the factors that contribute to it, its dynamic nature, and effective management strategies for enhancing it.