Editorial

Michael Kleinaltenkamp

Abstract


In 1991 the first “Services Marketing Workshop” (“Workshop Dienstleistungsmarke-ting”) took place at the Catholic University Eichstätt-Ingolstadt. Since then current research in the field of services marketing was presented and discussed at 17 further workshops in Germany and Austria.

The five papers that were invited for this special issue were presented at the 18th workshop that took place at the Freie Universität Berlin in 2015. They address different highly relevant aspects of research in services. While three papers approach their research issues across a variation of empirical settings, two papers offer guidance through extant research based on in-depth literature reviews. The papers provide fresh insights and expand our understanding regarding the role of customers in service settings and approaches to manage prevalent as well as emerging service marketing tools and operations.

I thank all authors for the good cooperation in setting up this special issue and hope you all of these papers are of interest for your work in practise or in research, that you will enjoy reading them and that they have an impact on your research or teaching activities in the field of services marketing and management.


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Since 2012, vol 5(1), this work is licensed under a Creative Commons Attribution-NoDerivs 3.0 Unported License.