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Crowdsourcing to manage service gaps in service networks

Amanda Blair (Industrial Economics, Royal Institute of Technology, Stockholm, Sweden)
Thomas Martin Key (Department of Marketing, Strategy and International Business, University of Colorado at Colorado Springs, Colorado Springs, Colorado, USA)
Matthew Wilson (Department of Marketing and Hospitality Services Administration, Central Michigan University, Mt. Pleasant, Michigan, USA)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 22 July 2019

Issue publication date: 7 October 2019




The purpose of this paper is to illustrate and conceptualize how crowdsourcing can be implemented as a potential means to address gaps in service quality within service networks and to provide guidance to marketing practitioners on the use of crowdsourcing within service networks.


This paper conceptualizes how crowdsourcing can be used to address service quality gaps in service networks and provides propositions regarding the effects of crowdsourcing on service quality gaps.


Conceptual paper with a literature review, suggested a model for service quality gaps in service networks and propositions regarding the effects of crowdsourcing to manage service quality gaps.

Research limitations/implications

This research contributes to the literature on crowdsourcing by theorizing how crowdsourcing impacts service quality in service networks.

Practical implications

Considerations for managers implementing crowdsourcing strategies and activities within service networks are provided. In particular, implications with regard to forming the crowd, developing the most appropriate approach and integrating value into the firm are discussed.


This paper offers an original contribution linking crowdsourcing to service quality.



This paper forms part of a special section “Emerging Technologies in Business and Industrial Marketing”, guest edited by Jeannette Paschen, Leyland Pitt and Jan Kietzmann.


Blair, A., Key, T.M. and Wilson, M. (2019), "Crowdsourcing to manage service gaps in service networks", Journal of Business & Industrial Marketing, Vol. 34 No. 7, pp. 1497-1505.



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Copyright © 2019, Emerald Publishing Limited

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