Proceedings of the Frontiers in Service Conference, 26-29 June 2014, Miami, Florida, USA, Session 8, Paper # 0075005, 2014
Human beings are all individuals, yet in some societies recent academic and public debate has foc... more Human beings are all individuals, yet in some societies recent academic and public debate has focused on whether there is a trend towards more self-centred individualistic behaviour of certain “social clusters” or generations. For example, terms such as Generation YOLO (“you only live once”) have recently been coined. Notwithstanding this discussion, humans are usually embedded in social networks and social systems created by people. Recent developments in technology appear to polarise the interplay between individualistic behaviour and the need for belonging to a social group. This interaction between the self and society has been discussed previously. For example, already Ichheiser in 1949 debates this issue.
It has been commonly agreed that individual orientations based on one’s personality, as well as other factors such as the environment, i.e. the (social) system itself, drive a person’s behaviour. Whilst scholars have been focusing on the usage situation and value creation during interactions, the nature of those interactions and the behaviour of service consumers grounded in personal orientations have not been analysed sufficiently in service research, although there is a long history of conceptualizing and measuring personal orientations and interaction styles in psychology. Particularly, no consideration has been given to investigate this in consumption experiences where multiple consumers interact and co-create a service, although customer-to-customer, customer group and consumer tribes studies have been recent emerging foci in research.
The conceptualization and measurement of co-created services, as well as managing the customer experience across customers, have been named as research priorities in service research. Therefore, this paper aims at establishing this missing link by exploring interaction patterns of customers in a joint service experience. Based on customers’ personal orientations, from an individual’s perspective this research analyses the change in perception of the service experience through subsequent group interactions. Three commonly used “layers” of a customer’s orientation have been employed, namely self orientation, social orientation and task orientation.
A quantitative multi-stage study has been carried out using the dimensions of task orientation, social orientation and self orientation of customers derived from psychology, contributing to the slowly growing body of empirical studies on customers’ value co-creating behaviour and roles. This research outlines the project and reports the findings of this multi-stage study.
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Papers by Raymond Fisk
with Carol Freshley, Journal of Health Care Marketing, 1981, Vol. 1, No. 2, Spring, 33‑39.
Design/methodology/approach – The study combines qualitative and quantitative approaches. The authors interviewed four pioneering service scholars and also collected descriptive data (e.g. Authorship, Affiliation, Title, Keywords) of all service related articles published in 13 top peer-reviewed marketing and service journals over the last 30 years (5,432 articles; 6,450 authors). In a dynamic analysis the authors mapped global collaboration between countries over time and detected clusters of international collaboration.
Findings – Findings suggest a growing international collaboration for the USA and the UK, while for other countries like Israel the global collaboration started from a high level and decreases now. Further, the service marketing community never became polarized and there were always contributions from researchers all over the world.
Research limitations/implications – As the global service research community is developing, service marketing becomes a research neighborhood within the broader service research community. Simultaneously, other research neighborhoods are emerging within this new community (e.g. service arts, service management, service engineering, service science).
Originality/value – Anchored on the social evolution and biological evolution metaphors, this study explains the evolution of the service marketing field from both qualitative and quantitative perspectives. Furthermore, it explains the development of the service marketing community as an archetype for building the global service research community.
It has been commonly agreed that individual orientations based on one’s personality, as well as other factors such as the environment, i.e. the (social) system itself, drive a person’s behaviour. Whilst scholars have been focusing on the usage situation and value creation during interactions, the nature of those interactions and the behaviour of service consumers grounded in personal orientations have not been analysed sufficiently in service research, although there is a long history of conceptualizing and measuring personal orientations and interaction styles in psychology. Particularly, no consideration has been given to investigate this in consumption experiences where multiple consumers interact and co-create a service, although customer-to-customer, customer group and consumer tribes studies have been recent emerging foci in research.
The conceptualization and measurement of co-created services, as well as managing the customer experience across customers, have been named as research priorities in service research. Therefore, this paper aims at establishing this missing link by exploring interaction patterns of customers in a joint service experience. Based on customers’ personal orientations, from an individual’s perspective this research analyses the change in perception of the service experience through subsequent group interactions. Three commonly used “layers” of a customer’s orientation have been employed, namely self orientation, social orientation and task orientation.
A quantitative multi-stage study has been carried out using the dimensions of task orientation, social orientation and self orientation of customers derived from psychology, contributing to the slowly growing body of empirical studies on customers’ value co-creating behaviour and roles. This research outlines the project and reports the findings of this multi-stage study.
with Carol Freshley, Journal of Health Care Marketing, 1981, Vol. 1, No. 2, Spring, 33‑39.
Design/methodology/approach – The study combines qualitative and quantitative approaches. The authors interviewed four pioneering service scholars and also collected descriptive data (e.g. Authorship, Affiliation, Title, Keywords) of all service related articles published in 13 top peer-reviewed marketing and service journals over the last 30 years (5,432 articles; 6,450 authors). In a dynamic analysis the authors mapped global collaboration between countries over time and detected clusters of international collaboration.
Findings – Findings suggest a growing international collaboration for the USA and the UK, while for other countries like Israel the global collaboration started from a high level and decreases now. Further, the service marketing community never became polarized and there were always contributions from researchers all over the world.
Research limitations/implications – As the global service research community is developing, service marketing becomes a research neighborhood within the broader service research community. Simultaneously, other research neighborhoods are emerging within this new community (e.g. service arts, service management, service engineering, service science).
Originality/value – Anchored on the social evolution and biological evolution metaphors, this study explains the evolution of the service marketing field from both qualitative and quantitative perspectives. Furthermore, it explains the development of the service marketing community as an archetype for building the global service research community.
It has been commonly agreed that individual orientations based on one’s personality, as well as other factors such as the environment, i.e. the (social) system itself, drive a person’s behaviour. Whilst scholars have been focusing on the usage situation and value creation during interactions, the nature of those interactions and the behaviour of service consumers grounded in personal orientations have not been analysed sufficiently in service research, although there is a long history of conceptualizing and measuring personal orientations and interaction styles in psychology. Particularly, no consideration has been given to investigate this in consumption experiences where multiple consumers interact and co-create a service, although customer-to-customer, customer group and consumer tribes studies have been recent emerging foci in research.
The conceptualization and measurement of co-created services, as well as managing the customer experience across customers, have been named as research priorities in service research. Therefore, this paper aims at establishing this missing link by exploring interaction patterns of customers in a joint service experience. Based on customers’ personal orientations, from an individual’s perspective this research analyses the change in perception of the service experience through subsequent group interactions. Three commonly used “layers” of a customer’s orientation have been employed, namely self orientation, social orientation and task orientation.
A quantitative multi-stage study has been carried out using the dimensions of task orientation, social orientation and self orientation of customers derived from psychology, contributing to the slowly growing body of empirical studies on customers’ value co-creating behaviour and roles. This research outlines the project and reports the findings of this multi-stage study.