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Predicting a diverse future: Directions and issues in the marketing of services

Angus Laing (Department of Management Studies, University of Aberdeen, Aberdeen, UK)
Barbara Lewis (UMIST, Manchester, UK)
Gordon Foxall (Keele University, Keele, UK)
Gillian Hogg (Glasgow Caledonian University, Glasgow, UK)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 May 2002



Driven by technological developments, deregulation, and globalisation the service sector in post‐industrial economies is facing unprecedented change. Utilising a scenario planning framework, the paper examines the impact of such changes on a cross‐section of service categories. Acknowledging that the derivation of generic sector wide trends from the analysis of discrete service categories runs the risk of over simplification, three core trends were identified: the increasing importance of technological mediation; changing consumer and professional roles; and decreasing importance of relational factors in consumer decision making. These trends pose fundamental challenges to service providers and offer researchers a rich context in which to advance marketing theory.



Laing, A., Lewis, B., Foxall, G. and Hogg, G. (2002), "Predicting a diverse future: Directions and issues in the marketing of services", European Journal of Marketing, Vol. 36 No. 4, pp. 479-494.




Copyright © 2002, MCB UP Limited

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