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

Ng, Sandy, Russell-Bennett, Rebekah, & 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), pp. 471-480.

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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.

Impact and interest:

27 citations in Scopus
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ID Code: 13253
Item Type: Journal Article
Refereed: Yes
Keywords: Services marketing, Consumption, Service delivery
DOI: 10.1108/08876040710824834
ISSN: 0887-6045
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2007 Emerald Publishing
Copyright Statement: Reproduced in accordance with the copyright policy of the publisher.
Deposited On: 08 Apr 2008 00:00
Last Modified: 29 Feb 2012 13:32

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