Retrospective: a cross-sectional test of the effect and conceptualization of service value revisited

This paper aims to provide an evaluation of the findings first put forward in the article “A cross-sectional test of the effect and conceptualization of service value” with the benefit of hindsight, and to offer directions for further research and developments in the research area.

Research directions which emanated from the publication of the paper have been examined in the light of current service(s) marketing theory and practice. As a result, promising current and future strands of research have been identified.

The focus of both the original and this paper is on the conceptualization and measurement of the value construct. Although much theory has been advanced relative to the measurement of value, the marketing literature lacks a conceptualization and measures that reflect this theory.

The implication of the paper is that marketing scholars tend to focus more on to other studies before exhausting the opportunities to identify and test appropriate conceptualizations and measures of core marketing constructs such as value, quality, sacrifice and satisfaction.

Although value is universally identified as a major driver of consumer decision-making, a full appreciation of its role in the strategic marketing efforts of organizations depends on having an accurate conceptualization and measures. The original paper and this revisit motivate and assist organizations in their efforts to better understand value and its impact in the decisions made by consumers.

To contribute to the needs and wants of society, organizations must identify what is valued by society. The original and this revisit identify the creation of value as a basic need in encouraging consumer behaviours when the intent is to satisfy societal needs or desires.

The original paper was highly rated, and generated discussion and important further research. It has value as part of the history of service marketing research. The retrospective analysis by the authors gives a unique insight into processes and thinking associated with understanding key aspects that contribute to the historical development of service marketing, and provides substantial food for thought for future research directions.