Skip to main content
SpringerLink
Log in

The Evolution and Future of Service

Building and Broadening a Multidisciplinary Field

  • Chapter
  • First Online:
Book cover Handbook of Service Science

Abstract

This chapter describes the evolution of the service field over two eras that encompass its emergence, growth and eventual broadening into a multidisciplinary field. The first era, described with the metaphor of biological evolution, encompasses the development of the service marketing field across three stages: Crawling Out, Scurrying About, and Walking Erect. The second era witnessed the rapid expansion of the service field beyond service marketing. This era, described with the metaphor of social evolution, progresses through three additional stages: Making Tools, Creating Language, and Building Community. We expand on Building Community as the future of the service field with discussion of the state of Service Science , Management, and Engineering (SSME), the idea of adding service arts , the need to serve customers, and memes for building the service community. We envision a service field that is customer-centered, multidisciplinary and collaborative.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 189.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 249.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 249.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

References

  • Allison, James (1983), Behavioral Economics. New York: Praeger Publishers.

    Google Scholar 

  • Ariely, Dan (2008), Predictably Irrational: The Hidden Forces that Shape Our Decisions. New York: Harper.

    Google Scholar 

  • ArXiv.org (2008), http://arxiv.org/, Accessed on December 3, 2008.

  • Aunger, Robert (2002), The Electric Meme: A New Theory of How We Think. New York, NY: The Free Press.

    Google Scholar 

  • Bartels, Robert (1976), The History of Marketing Thought (2nd ed.). Columbus, Ohio: Grid, Inc.

    Google Scholar 

  • Blackmore, Susan (1999), The Meme Machine. Oxford, UK: Oxford University Press.

    Google Scholar 

  • Bloom, Howard K. (2000), Global Brain: The Evolution of Mass Mind from the Big Bang to the 21st Century. New York: John Wiley & Sons, Inc.

    Google Scholar 

  • Brodie, Richard (2004), Virus of the Mind: The New Science of the Meme. Seattle, Washington: Integral Press.

    Google Scholar 

  • Campbell, Donald T. (1969), “Ethnocentrism of Disciplines and the Fish-Scale Model of Omniscience,” in Interdisciplinary Relationships in the Social Sciences, Muzafer and Carolyn W. Sherif Sherif, ed. Chicago: Aldine.

    Google Scholar 

  • Chesbrough, Henry and Jim Spohrer (2006), “A Research Manifesto for Services Science,” Communications of the ACM, 49 (7), 35-40.

    Article  Google Scholar 

  • Clark, Colin (1957), Conditions of Economic Progress (Third ed.). New York: MacMillan.

    Google Scholar 

  • Dawkins, Richard (1976), The Selfish Gene. New York: Oxford University Press, Inc.

    Google Scholar 

  • Epworth, Roger, Raymond P. Fisk, Stephen J. Grove and Michael J. Dorsch (2007), “Pitching a Big Tent for Service Knowledge: Arguments for a Pluralistic Approach,” Presented at the 2007 AMA Frontiers in Service Conference, San Francisco, California.

    Google Scholar 

  • Distin, Kate (2005), The Selfish Meme: A Critical Reassessment. New York: Cambridge University Press.

    Google Scholar 

  • Drucker, Peter (1954), The Practice of Management. New York: Harper & Brothers Publishers.

    Google Scholar 

  • Encyclopedia of Life (2008), http://www.eol.org/, Accessed on December 15, 2008.

  • Fisk, George (1967), Marketing Systems: An Introductory Analysis. New York: Harper & Row.

    Google Scholar 

  • Fisk, Raymond P., Stephen W. Brown and Mary Jo Bitner (1993), “Tracking The Evolution of the Service Marketing Literature,” Journal of Retailing, 69 (Spring), 61-103.

    Article  Google Scholar 

  • Fisk, Raymond P. Stephen J. Grove, Aidan Daly, and Walter Ganz (2007), “Service Arts: Broadening the Services Field,” Presented at the 2007 AMA Frontiers in Service Conference, San Francisco, California.

    Google Scholar 

  • Fisk, Raymond, Stephen J. Grove, and Joby John (2008), Interactive Services Marketing (3rd ed.). Boston: Houghton Mifflin.

    Google Scholar 

  • Glushko, Robert J. (2008), “Designing a Service Science Discipline with Discipline,” IBM Systems Journal, 47 (1), 15-27.

    Article  Google Scholar 

  • Goldberg, Joachim and Rüiger von Nitzsch (2001), Behavioral Finance (Adrianna Morris, Trans.). Chichester, England: John Wiley & Sons, Ltd.

    Google Scholar 

  • Gorman, Michael E., James F. Groves, Jeff Shrager (2004), “Societal Dimensions of Nanotechnology as a Trading Zone: Results from a Pilot Project,” in Discovering the Nanoscale, D. Baird, A. Nordmann and J. Schummer, eds. Amsterdam: IOS Press.

    Google Scholar 

  • Grasso, Domenico and David Martinelli (2007), “Holistic Engineering,” The Chronicle of Higher Education, March 16, B8-B9.

    Google Scholar 

  • Grove, Stephen J., Joby John and Raymond P. Fisk (2006), “Back to the Future: Putting the People Back in Marketing,” in Does Marketing Need Reform?, Jagdish N. Sheth and Rajendra S. Sisodia, eds., New York, NY: M. E. Sharpe, 306-311.

    Google Scholar 

  • Haeckel, Stephan H., Lewis P. Carbone and Leonard L. Berry (2003), “How to Lead the Customer Experience,” Marketing Management, Vol. 12 (1), 18-23.

    Google Scholar 

  • Hefley, Bill and Wendy Murphy Ed. (2008), Service Science, Management and Engineering: Education for the 21st Century. New York: Springer.

    Google Scholar 

  • Hopkins, Christopher, Stephen J. Grove and Mary Anne Raymond (2005), “Retailing in Cyberspace: The Impact of E-servicescape Design, Involvement and Familiarity on Customer Response,” Proceedings of the Society for Marketing Advances, W. K. Kehoe and L. K. Whitten, eds. Charlottesville, VA: University of Virginia.

    Google Scholar 

  • Klein, Julie Thompson, Walter Grossenbacher-Mansuy, Rudolf Häberli, Alain Bill, Roland W. Scholz, and Myrtha Welti Ed. (2001), Transdisciplinarity: Joint Problem Solving among Science, Technology, and Society. Basel, Switzerland: Birkhäuser Verlag.

    Google Scholar 

  • Kohli, Ajay K. and Bernard J. Jaworski (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications,” Journal of Marketing, Vol. 54 (April), 1-18.

    Article  Google Scholar 

  • Larson, R. C. (2008), “Service Science: At the Intersection of Management, Social, and Engineering Sciences,” IBM Systems Journal, 47 (1), 41-51.

    Article  Google Scholar 

  • Lusch, Robert F., Stephen L. Vargo, and Gunter Wessels (2008), “Toward a Conceptual Foundation for Service Science: Contributions from Service-Dominant Logic,” IBM Systems Journal, 47 (1), 5-14.

    Article  Google Scholar 

  • Levitt, Theodore (1960), “Marketing Myopia,” Harvard Business Review, 38 (July-Aug), 45-56.

    Google Scholar 

  • Linkedin.com (2009), http://www.linkedin.com. Accessed on June 2, 2009.

  • Lovelock, C. H. (1983), “Classifying Services to Gain Strategic Marketing Insights,” Journal of Marketing, 47 (3), 9-20.

    Article  Google Scholar 

  • Lovelock, Christopher (1984), Services Marketing: Text, Cases and Readings. Englewood Cliffs, New Jersey: Prentice-Hall, Inc.

    Google Scholar 

  • Maglio, Paul P. and Jim Spohrer (2008), “Fundamentals of Service Science,” Journal Academy of Marketing Science, 36 (1), 18-20.

    Article  Google Scholar 

  • Matravers, Derek (1998), Art and Emotion, New York, NY: Oxford Press.

    Google Scholar 

  • Merriam-Webster (2003) in Merriam-Webster's Collegiate Dictionary. Eleventh ed. Springfield, MA: Merriam-Webster, Incorporated.

    Google Scholar 

  • Meuter, Matthew L., Amy L. Ostrom, Robert I. Roundtree, and Mary Jo Bitner (2000), “Self-service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters,” Journal of Marketing, 64 (3), 50-64.

    Article  Google Scholar 

  • Miller, Arthur G. Ed. (1972), The Social Psychology of Psychological Research. New York: The Free Press.

    Google Scholar 

  • Nambisan, Satish and Mohanbir Sawhney (2007), The Global Brain: Your Roadmap for Innovating Faster and Smarter in a Networked World, Upper Saddle River, NJ: Wharton School Publishing.

    Google Scholar 

  • Parasuraman, A. (2000), “Technology Readiness Index (TRI): A Multiple-Item Scale to Measure Readiness to Embrace New Technologies,” Journal of Service Research, 2 (4), 307-320.

    Article  Google Scholar 

  • Parasuraman, A., Zeithaml, Valarie A., and Berry, Leonard L. (1985), “A Conceptual Model of Service Quality and Its Implications for Future Research,” Journal of Marketing, 49 (Fall), 41-50.

    Article  Google Scholar 

  • Parasuraman, A., Zeithaml, Valarie A., and Berry, Leonard L. (1988), “SERVQUAL: A Multiple-item Scale for Measuring Consumer Perceptions of Service Quality,” Journal of Retailing, 64 (Spring), 12-37.

    Google Scholar 

  • Patrício, Lia, Raymond P. Fisk, and João Falcão E Cunha (2003), “Improving Satisfaction with Bank Service Offerings: Measuring the Contribution of New Delivery Channels,” Managing Service Quality, 13 (6), 471-82.

    Article  Google Scholar 

  • Patrício, Lia, Raymond P. Fisk, and João Falcão e Cunha (2008), “Designing Multi-Interface Service Experiences: the Service Experience Blueprint,” Journal of Service Research, 10 (4), 318-34.

    Article  Google Scholar 

  • Pink, Daniel (2005), A Whole New Mind: Why Right-Brainers Will Rule the Future. New York: Riverhead Books.

    Google Scholar 

  • Popenoe, David (1980), Sociology. 4th ed., Englewood Cliffs, NJ: Prentice-Hall, Inc.

    Google Scholar 

  • Postrel, Virginia (2004), The Substance of Style: How the Rise of Aesthetic Value Is Remaking Commerce, Culture & Consciousness. New York: Perennial.

    Google Scholar 

  • Riahi-Belkaoui, Ahmed (2001), Behavioral Management Accounting. Westport, Connecticut: Quorum Books.

    Google Scholar 

  • Richins, Marsha L. (1997), “Measuring Emotions in the Consumption Experience,” Journal of Consumer Research, 24 (September), 127-146.

    Article  Google Scholar 

  • Robinson, Ken (2001), Out of Our Minds: Learning to Be Creative. Chichester, UK: Capstone.

    Google Scholar 

  • Rosenthal, Robert (1967), “Unintended Communication of Interpersonal Expectations,” The American Scientist, 10 (8), 24-26.

    Google Scholar 

  • Rust, Roland T. (2006), “SSME—Let’s Not Forget About Customers and Revenue,” Presented at the IBM SSME Conference, New York, New York.

    Google Scholar 

  • Rust, Roland T., Anthony J. Zahorik, and Timothy L. Keiningham (1995), “Return on Quality (ROQ): Making Service Quality Financially Accountable,” Journal of Marketing, 59 (2), 58-70.

    Article  Google Scholar 

  • Sacks, Oliver (2007), Musicophilia: Tales of Music and the Brain. New York: Alfred A. Knopf.

    Google Scholar 

  • Service Research & Innovation Community (2009), http://forums.thesrii.org/srii. Accessed on June 2, 2009.

  • Sheth, Jagdish N. and David M. Gardner (1984), “History of Marketing Thought: An Update,” in Marketing Theory: Distinguished Contributions, Stephen W. Brown and Raymond P. Fisk, ed. New York: John Wiley & Sons, Inc.

    Google Scholar 

  • Shostack, G. Lynn (1977), “Breaking Free from Product Marketing,” Journal of Marketing, 41 (April), 73–80.

    Article  Google Scholar 

  • Smolin, Lee (2003), “How Science is Like Democracy,” Presented at TED Conference, February, Monterey, California.

    Google Scholar 

  • Solomon, Michae R., Surprenant, Carol, Czepiel, John A., and Gutman, Evelyn G. (1985), “A Role Theory Perspective on Dyadic Interactions: The Service Encounter,” Journal of Marketing, 49 (Winter), 99-111.

    Article  Google Scholar 

  • Spohrer, Jim and Stephen K. Kwan (2008), “Service Science, Management, Engineering and Design (SSMED): Outline and References,” in The Future of Services: Trends and Perspectives, Dieter and Walter Ganz Spath, ed. Munich, Germany: Hanser.

    Google Scholar 

  • Spohrer, Jim and Paul P. Maglio (2008), “The Emergence of Service Science: Toward Systematic Service Innovations to Accelerate Co-Creation of Value,” Production and Operations Management, 17 (3), 238-46.

    Article  Google Scholar 

  • Stauss, Bernd, Kai Engelmann, Anja Kremer, and Achim Luhn Eds. (2007), Services Science: Fundamentals, Challenges and Future Developments. New York: Springer.

    Google Scholar 

  • Thompson, Kevin (1998), Emotional Capital, Oxford, UK: Capstone Publishing.

    Google Scholar 

  • Turner, Jonathan H. (1978), The Structure of Sociological Theory (Revised Edition). Homewood, Illinois: The Dorsey Press.

    Google Scholar 

  • Vargo, Stephen L. and Robert F. Lusch (2004), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (January), 1-17.

    Article  Google Scholar 

  • Vitamin T (2008), http://www.vitamint4change.de. Accessed on November 22, 2008.

  • Wikipedia .com (2009), http://www.wikipedia.com. Accessed on June 2, 2009.

  • Wilburn, Morris (2007), Managing the Customer Experience, American Society for Quality, Milwaukee, WI: Quality Press.

    Google Scholar 

  • Wilson, Edwin (2001), The Theater Experience, Eighth Edition, New York, NY: McGraw-Hill.

    Google Scholar 

  • Zeithaml, Valarie A., Parasuraman, A., and Berry, Leonard L. (1985), “Problems and Strategies in Services Marketing,” Journal of Marketing, 49 (Spring), 33-46.

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Texas State University - San Marcos, San Marcos, TX, USA

    Raymond P. Fisk

  2. Clemson University, Clemson, SC, USA

    Stephen J. Grove

Authors
  1. Raymond P. Fisk
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Stephen J. Grove
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Raymond P. Fisk .

Editor information

Editors and Affiliations

  1. IBM Research - Almaden, Harry Road 650, San Jose, 95120-6099, USA

    Paul P. Maglio

  2. IBM Research - Almaden, Harry Road 650, San Jose, 95120-6099, USA

    Cheryl A. Kieliszewski

  3. IBM Research - Almaden, Harry Road 650, San Jose, 95120-6099, California, USA

    James C. Spohrer

Rights and permissions

Reprints and permissions

Copyright information

© 2010 Springer Science+Business Media, LLC

About this chapter

Cite this chapter

Fisk, R.P., Grove, S.J. (2010). The Evolution and Future of Service. In: Maglio, P., Kieliszewski, C., Spohrer, J. (eds) Handbook of Service Science. Service Science: Research and Innovations in the Service Economy. Springer, Boston, MA. https://doi.org/10.1007/978-1-4419-1628-0_28

Download citation

Publish with us

Policies and ethics

Search

Navigation