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Elgar Research Agendas outline the future of research in a given area. Leading scholars are given the space to explore their subject in provocative ways, and map out the potential directions of travel. They are relevant but also visionary.

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.

Based on a comprehensive review of recent service marketing research using the Growth-Share Matrix, this Research Agenda is focused around five key themes: technology and e-services, service-dominant logic, emotions, innovation and environmental context. Chapters investigate cutting-edge technological advances including service robots and omnichannel services, as well as the social, cultural, and environmental factors that influence service marketing. Drawing together a wealth of analysis, leading scholars explore the potential for service marketing research to expand to new themes and areas of investigation, and to revisit core themes of the past in a new light.

A Research Agenda for Service Marketing will be essential reading for students and scholars in marketing, management, economics and finance. It will also prove invaluable to professionals and managers looking for a deeper understanding of modern service marketing.