A framework for examining theoretical and empirical perspectives on definitions of service

In recent years, little research has considered how theoretical of service relate to practice. The purpose of this study was to the definitions of service given by practitioners to the approaches in the service marketing literature. Based on a literature review, a was developed to illustrate changes in service marketing thinking. framework was used to analyse empirical data, consisting of definitions of presented by practitioners during thematic interviews conducted in . The findings indicated that the practitioners’ definitions reflected the theories presented in the service marketing literature. However, no firm could be found that, for example, practitioners’ age, sex, or service would affect the definitions they gave. The findings indicated that both and practitioners should be aware of the diversity of definitions. In , practical problems may be avoided by formulating well-structured definitions.