Tracking the evolution of the services marketing literature

Raymond P. Fisk, Stephen W. Brown, M J Bitner

Research output: Contribution to journalArticle

493 Scopus citations

Abstract

The authors offer their personal interpretations as participant-observers together with a data-based analysis of the evolution of the services marketing literature. Bibliographic analysis of more than 1000 English-language, general services marketing publications spanning four decades provides the empirical base for the paper. Using an evolutionary metaphor as the framework, the authors trace the literature through three stages: Crawling Out (1953-79); Scurrying About (1980-85); and Walking Erect (1986-present). The discussion of the three stages shows how the literature has evolved from the early services-marketing-is-different debate to the maturation of specific topics (e.g., service quality, service encounters) and the legitimization of the services marketing literature by major marketing journals. A classification and summary of the publishing outlets where the literature has appeared is presented. The article closes with discussion and speculation on the future of the services marketing literature.

Original languageEnglish (US)
Pages (from-to)61-103
Number of pages43
JournalJournal of Retailing
Volume69
Issue number1
DOIs
StatePublished - Jan 1 1993

ASJC Scopus subject areas

  • Marketing

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