Service research : progress toward interdisciplinary collaboration

Purpose: The purpose of this paper is to promote a broadened view of service research and to demonstrate a path for integrating interdisciplinary perspectives with services marketing. Design/methodology/approach: Two major streams of service literature are reviewed, highlighting key conceptual developments in each. Through synthesis of prior literature, a research framework and agenda are developed. Findings: The findings indicate that major service research areas have been extensively explored, yet service literature is fragmented on key concepts. This can make it challenging to collaborate across disciplines. This work develops a framework for integrating concepts across disciplines to foster more impactful work. Originality/value: This work presents a unique framework for integrating interdisciplinary perspectives with services marketing. Moreover, a research agenda for the specific purpose of promoting collaboration across disciplines is presented.