Purpose – The purpose of this paper is to apply customer lifetime value models to assess the overall value of the service encounter and to establish implications that such an assessment has for managing customer relationships under a fixed‐size salesforce. Design/methodology/approach –...

This ground-breaking Research Agenda provides unique insight into the evolution and development of service marketing. Expert contributors present an in-depth overview of the current state of the field, and critically analyse the diverse range of future directions available to researchers.