Abstract
Despite the considerable importance of the services sector in international marketing, scholarly research in the area is limited and unsystematic. This article examines the domain and literature of international services marketing in 41 academic journals from 1999 to 2018 and provides a future research agenda. The investigation reveals 942 published articles, or approximately 2% of all articles published in the journals during the period. Research in the area is under-represented, particularly in premier journals. Scholarly use of theories, models, and other theoretical perspectives is relatively sparse. We devise an integrative summary of thematic areas and contrast this with the revealed literature. After identifying the top publication outlets for recent research, we highlight the most salient theoretical perspectives and thematic areas. This article identifies gaps in the literature, proposes a research agenda, and specifies avenues for advancing scholarship in international services marketing.
| Original language | English |
|---|---|
| Pages (from-to) | 225-248 |
| Number of pages | 25 |
| Journal | Service Industries Journal |
| Volume | 42 |
| Issue number | 3-4 |
| Early online date | 22 Dec 2020 |
| DOIs | |
| Publication status | Published - 2022 |
Bibliographical note
We are tremendously grateful to Professor S. Tamer Cavusgil for his valuable support and guidance. We cordially thank the Editor Professor Levent Altinay and three anonymous reviewers for their constructive comments and feedback. We also thank Christian Sturmaier for providing assistance.Keywords
- International services
- literature assessment
- research agenda
- services marketing