Hult, G. Tomas M.; Walkowiak, Travis A.; Beck, Jonathan M. - In: Journal of Services Marketing 34 (2020) 3, pp. 363-371
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...