Nowe trendy i kierunki badań w marketingu usług

• Autorzy: Anna Drapińska

Warianty tytułu

New Trends and Research Directions in Services Marketing

• Języki publikacji: PL

Abstrakty

Od momentu pojawienia się koncepcji marketingu usług przechodzi ona nieustającą ewolucję. Pojawiające się nowe trendy (m.in. Service-Dominant Logic, Service Logic, New Service Marketing) i obszary badań marketingu usług (np. Transformative Service Research) skłaniają do dokonywania podsumowań pewnego etapu rozwoju i stawiania pytań, w którym kierunku powinny podążać badania marketingu usług w przyszłości. Celem artykułu jest przedstawienie obecnych trendów w marketingu usług, a także wskazanie przyszłych priorytetowych kierunków badań w tym obszarze. Artykuł ma charakter koncepcyjny i oparty jest na analizie najnowszej literatury przedmiotu. (abstrakt oryginalny)

EN

The beginning of interest in services marketing in the world dates back to the 1970s, when it was found that services differed greatly from material products and required different marketing tools. Since then, concepts and tools have undergone evolution until they have voiced that the differences between tangible and intangible goods are so eroded that services marketing should apply to all businesses, regardless of what products (material or intangible) they offer. The emerging new concepts (such as Service-Dominant Logic, Service Logic, New Service Marketing) and services marketing research areas (e.g. Transformative Service Research) tend to summarise a certain stage of development and ask questions in which direction should the research of services marketing follow in the future. The aim of the article is to present the new concepts and current trends in services marketing in the world, as well as to indicate the future priority research directions in this area. This article is conceptual and is based on an analysis of the latest subject literature. (original abstract)

Słowa kluczowe

PL

Marketing usług; Analiza trendu; Badania naukowe

EN

Service marketing; Trend analysis; Scientific research

• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Numer: nr 3
• Strony: 118--126

Twórcy

autor

Anna Drapińska

• Politechnika Gdańska

Bibliografia

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