The four streams of research underpinning the insights in the book were identified in the previous chapter as:
- service science;
- service-dominant logic (SDL) of marketing;
- transformative service research (TSR); and
- 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 ...