TRACKING THE EVOLUTION OF THE SERVICES MARKETING LITERATURE

The authors offer their personal interpretations as participant-observ ers together with a data-based analysis of the evolution of the servic es marketing literature. Bibliographic analysis of more than 1000 Engl ish-language, general services marketing publications spanning four de cades provides the empirical base for the paper. Using an evolutionary metaphor as the framework, the authors trace the literature through t hree stages: Crawling Out (1953-79); Scurrying About (1980-85); and Wa lking Erect (1986-present). The discussion of the three stages shows h ow the literature has evolved from the early services-marketing-is-dif ferent debate to the maturation of specific topics (e.g., service qual ity, service encounters) and the legitimization of the services market ing literature by major marketing journals. A classification and summa ry of the publishing outlets where the literature has appeared is pres ented. The article closes with discussion and speculation on the futur e of the services marketing literature.