A typology of mass services: The role of service delivery and consumption purpose in classifying service experiences

Ng, Sandy, Russell-Bennett, Rebekah and Dagger, Tracey (2007) A typology of mass services: The role of service delivery and consumption purpose in classifying service experiences. Journal of Services Marketing, 21 7: 471-480. doi:10.1108/08876040710824834


Author Ng, Sandy
Russell-Bennett, Rebekah
Dagger, Tracey
Title A typology of mass services: The role of service delivery and consumption purpose in classifying service experiences
Journal name Journal of Services Marketing   Check publisher's open access policy
ISSN 0887-6045
Publication date 2007
Sub-type Article (original research)
DOI 10.1108/08876040710824834
Volume 21
Issue 7
Start page 471
End page 480
Total pages 10
Place of publication Bingley, England
Publisher Emerald Group Publishing
Language eng
Subject 350699 Services not elsewhere classified
350204 Marketing and Market Research
Abstract Purpose – The purpose of this paper is to provide services marketers with a deeper understanding of the elements that characterize mass services. The paper shows that many studies have been conducted within the context of professional and retail services, knowledge of mass service contexts is limited despite the growth of services within this context. Design/methodology/approach – This paper provides a conceptual overview of mass services and develops a typology for mass services based on an extensive review of the services literature. Specifically, the typology developed classifies mass services on the basis of service delivery and purpose. The typology forwarded, therefore, classifies mass services using a two-by-two framework with individual and collective mass services classified as either utilitarian or hedonic in nature. Findings – The typology found in this paper provides a practical insight into the characteristics of services falling into the classification of mass services. The value of the classification is that managers can better understand the unique aspects of mass services, thus, allowing for a better utilization of limited resources. Moreover, the paper provides insights into a service classification that has received limited research emphasis, yet, is attracting increasing industry attention. Originality/value – This paper provides academics and practitioners with a framework that has both tactical and strategic implications. These implications include enhancing the customer experience and thus customer retention, resource management, employee training and service management. Given that such a framework has not been forwarded in the literature, the typology presented in the current paper makes an original contribution to the literature.
Keyword Mass Service
Sport, theatre, concert
customer experience management
consumption
service delivery
services marketing
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
UQ Business School Publications
 
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Created: Thu, 07 Feb 2008, 09:57:14 EST by Ms Sandy Hoi Mun Ng on behalf of UQ Business School