J Services Mar


Three new AEs, a free article, retrospectives from Christian Gr?nroos, and more news from the Journal of Services Marketing


Highlights from Volume 30 (2)

Dear Assistant Prof. Moon,

These articles have been hand-picked by the newsletter co-ordinator Dr Chris Hodkinson from the University of Queensland and are available until Friday 3 June 2016.

Announcing new Associate Editors


We would like to thank Professor Craig Lefebvre for his valuable work as one of our inaugural associate editors and wish him well as he finishes his term. 


The increasing number of submissions to the journal (in 2015 this was over 400) has led to the need for three additional associate editors to join the team.  After receiving a large number of expressions of interest, we are pleased to announce the addition of the following scholars; two with expertise in the social media/mobile phone/e-services field and one with a long history of contribution to the services field. 

  • Professor J. Joseph Cronin, John R. Kerr Eminent Scholar Chair in Marketing and Service Innovation Department of Marketing Florida State University
  • Associate Professor Raechel Johns, Head of School of Management, University of Canberra
  • Associate Professor Ramendra Thakur, The Lafayette Coca-Cola Professor of Marketing, University of Louisiana

We have also refreshed our editorial advisory board this year with a number of additions and some departures. For a full list of members visit our website.




The retrospectives this month come from Christian Grönroos on internationalization strategies for services, technology vs human approaches by Scott W. Kelley and cues in service quality by Jill Sweeney, Robert W. Armstrong and Lester W. Johnson.

  1. Internationalization strategies for services: a retrospective by Christian Grönroos 
    Click here to view retrospective 
    Click here to view the original article
  2. Retrospective: efficiency in service delivery – technological or humanistic approaches by Scott W. Kelley
    Click here to view retrospective 
    Click here to view the original article
  3. The effect of cues on service quality expectations and service selection in a restaurant setting: a retrospective and prospective commentary
    Click here to view retrospective 
    Click here to view the original article

Co-creating value with service customers through social media


The concept of the co-creation of value is well established in marketing.  Similarly, social media is a well-established, if somewhat uncontrollable, element of the marketing environment with the ability both to build and destroy brand equity.  Tzu-Yi Kao et al. have developed their IEPR process model to assist enterprises in facilitating social media value co-creation with their customers.

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Their five-stage model was conceived from the concepts of co-creation and collective action theory and enhanced by in-depth interviews with industry experts. Their proposed model can help practitioners shape customer involvement and turn this sometimes troublesome medium into a potential value co-creation asset. 


Click here to view article.


Invisible cultural differences


Intercultural service encounters are an inevitable outcome of globalisation and they are challenging to manage as their service outcomes can be variable and sometimes harmful to perceptions of service quality. Researchers have often assumed that intercultural dimensions are unidimensional in nature but in this study Sharma et al. combine cross-cultural differences in service expectations with recent work on personal cultural orientations. The net result is an experimental design that uses data from two countries across four personal cultural orientations.

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They concluded that service managers need to look beyond visible cultural differences such as ethnicity, nationality and language, to focus more on the invisible cultural differences in customs, values and norms, as reflected by the four personal cultural orientations in the study: independence, interdependence, risk aversion, and ambiguity intolerance.


Click here to view article.


Spreading the bad news? Depends on your focus


Despite the rapid growth of e-tailing, research has mainly focussed on factors external to the consumer, for example the security and privacy environment. Innovatively, using Regulatory Focus Theory (a ‘goal pursuit theory’) as a basis, Das devised a laboratory-based experiment to investigate how consumers’ personal characteristics influence e-tailing behaviours. Shoppers were classified as either ‘promotion-focussed’ (ie achievement-oriented) or ‘prevention-focussed’ (ie risk-avoidant). Their on-line behaviours were studied in relation to purchase intentions, product review, and spreading positive word-of-mouth

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Significant differences in behaviour were found between the two groups. Importantly, while both groups were found to react positively to sales promotions, they exhibited different tendencies to distribute negative word-of-mouth (ie -ve e-WoM) after encountering an unpleasant shopping experience. Das’ research offers opportunities to encourage sales by accommodating the different needs of both types of consumer.


Click here to view article.


Dr Chris Hodkinson is an established researcher and consultant in the areas of internet services, strategic marketing, consumer behaviour, and social research at the University of Queensland. He was one of the first to conceptualise the Internet as a service and investigated Internet search behaviour on that basis. He holds a PhD, Research Masters, and B Bus in the area of Consumer Behaviour. He has eclectic research interests in service areas such as adventure tourism, consumer privacy, and student learning behaviour.