消费者对服务新颖性的认知及其营销意义

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2020-01-02 DOI:10.1080/15332969.2019.1707373

Selen Savas-Hall, P. Koku, Tamara F. Mangleburg

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引用次数: 3

摘要

摘要研究人员和营销人员花了大量的精力来理解产品的新颖性，特别是真正的新产品和逐渐增加的新产品，然而，服务的新颖性却不能如此。到目前为止，还没有一项研究只关注消费者如何感知服务的新颖性。这项研究不仅旨在填补这一学术真空，还旨在帮助从业者在推出新服务时向潜在消费者传达信息。此外，本研究通过考察消费者对各种不同行业的新服务的看法，为服务营销文献做出了贡献。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Consumers’ Perception of Service Newness and Its Marketing Implications

Abstract Researchers and marketers have spent considerable effort to understand product newness, particularly really-new and incrementally new products, however, the same cannot be said about service newness. To date, there is no study that only focuses on how consumers perceive service newness. This research aims not only to fill this academic vacuum, but also to help the practitioner in framing messages that they send to potential consumers when a new service is being introduced. Furthermore, this study contributes to the services marketing literature by examining how new services in a variety of different industries are perceived by consumers.

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.