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EnglishThe aim of this chapter is to highlight the necessity of a change in perspective and a new approach to Retail Service Marketing by addressing the recent challenges posed by a radical rethinking of market exchange logic using a service view. Recent Service Marketing advances are analyzed, which lead to the Service Dominant Logic proposal to take a general service view of market exchange, envisaging an emerging paradigm change. However, the key to this potential paradigm change is not yet well focused. A gap in the theoretical approach emerges that can be closed by adopting the Viable Systems Approach and the structure-system interpretation scheme. Their implications for retailing are discussed, and the key to change is emphasized. This chapter introduces a new theoretical and conceptual framework rooted in systems thinking, which recommends a Service Systems Approach to Retail Marketing.
| Titolo: | A New Systems Perspective in Retail Service Marketing | |
| Autori: | SAVIANO, Marialuisa (Corresponding) | |
| Data di pubblicazione: | 2014 | |
| Handle: | http://hdl.handle.net/11386/4292855 | |
| ISBN: | 9781466660748 | |
| Appare nelle tipologie: | 2.1.2 Articolo su libro con ISBN |
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http://hdl.handle.net/11386/4292855
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