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Abstract Over the past two and a half decades services marketing has emerged as a well established area of inquiry in the marketing discipline. In many ways, its growth and acceptance in the academic arena are indeed noteworthy. A question arises, however, concerning the direction that services marketing as a field of study should take in the future. This article reports and content‐analyzes the insights of ten leading services scholars regarding that question. That group comprises Leonard Berry, Mary Jo Bitner, David Bowen, Stephen W. Brown, Christian Gro¨nroos, Evert Gummesson, Christopher Lovelock, Parsu Parasuraman, Benjamin Schneider, and Valarie Zeithaml. Recurring themes and provocative observations among the services experts' comments are related and discussed. Concluding remarks are offered.
Grove et al. (Tue,) studied this question.
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