Special Issue Spanish Journal of Marketing-ESIC: The Growing Role of Marketing in Service Delivery: New Trends and Challenges

Guest Editors: Levent Altinay, Oxford Brookes Business School, Oxford, UK, Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo., Gurel Cetin, Istanbul University, Istanbul, Turkey, Esta dirección de correo electrónico está siendo protegida contra los robots de spam. Necesita tener JavaScript habilitado para poder verlo.

Service delivery and interactive marketing have always been significant factors in creating positive customer behaviors. Although there is vast literature about the importance of service delivery, literature overlooks developments in the external environment (e.g. political, economic, socio-cultural and technology) and transformations (e.g. globalization) as well as the influence of organization specific factors (culture, leadership, processes, communication, employees). Competitive advantage through service delivery would not be achieved unless organizations (such as Dominos, Starbucks and Apple) invest in the processes, touch points and staff involved in interactive marketing. This special issue is designed in order to address the real life complexities of service delivery and advance our understanding of service delivery through calling for papers in the following areas:

  • Up-sale & Cross-sale

  • Interactive marketing and its components

  • Frontline employees’ role in marketing

  • Customer touch points and their management

  • Utilization of technology in service delivery

  • Future of marketing in service delivery

  • Co-creation and co-production during service delivery

  • Innovative Self-service strategies and implications

  • HR strategies for service delivery

  • Challenges and innovative solutions in service delivery

  • Standardization vs customization in service delivery

  • Service delivery and branding

  • Service delivery and Experience

  • Service delivery and Satisfaction

  • Service delivery through intermediaries

  • Security issues and service delivery

  • Internationalization and cultural issues in service delivery

  • Service delivery in the future

Important dates: Submission dates: 1 December 2019-1 March 2020. Expected date of publication: Dec 2020.

logoaem fondoazul1.fwAsociación Española de Marketing Académico y Profesional Departamento de Dirección de Marketing e Investigación de Mercados



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