CHAPTER 2

Schools of Thought

Introduction

The four streams of research underpinning the insights in the book were identified in the previous chapter as:

  1. service science;
  2. service-dominant logic (SDL) of marketing;
  3. transformative service research (TSR); and
  4. consumption adequacy.

The first three streams represent current schools of thought emanating from the service research literature, and will be discussed in this chapter. The fourth stream, consumption adequacy, a fundamental concept of life experience and quality of life, will be dealt with in more detail in Chapter 3.

From a service research perspective, service in “unsettled times” has been a neglected area of study despite the variety of causes of—and seemingly increasing frequency of occurrence ...

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