A New Systems Perspective in Retail Service Marketing

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Author(s): Sergio Barile (Sapienza, University of Rome, Italy)and Marialuisa Saviano (University of Salerno, Italy)
Copyright: 2014
Pages: 22
Source title: Handbook of Research on Retailer-Consumer Relationship Development
Source Author(s)/Editor(s): Fabio Musso (University of Urbino, Department of Economics, Society and Politics (DESP), Italy)and Elena Druica (University of Bucharest, Department of Economic and Administrative Sciences, Romania)
DOI: 10.4018/978-1-4666-6074-8.ch011

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

The 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.

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A New Systems Perspective in Retail Service Marketing

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