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| Author: | Aubert-Gamet, V. Cova, B. |
| Title: | Servicescapes: From modern non-places to postmodern common places |
| Journal: | Journal of Business Research
1999 : JAN, VOL. 44:1, p. 37-45 |
| Index terms: | Management Service Marketing Consumer behaviour Philosophy Europe |
| Language: | eng |
| Abstract: | Of the many questions confronting services management and marketing in the 1990s, one seems characteristic of the European thought and linked with the emergent postmodern condition: Is it possible to push the boundaries of services marketing beyond the individual level of analysis in order to increase the understanding of consumer behavior ? In this paper, it is presented that modern consumption has emphasized essentially the use-value of services. On the contrary, postmodern consumption can be said to crown a forgotten element: the social link. Thus, it emphasizes the linking value of services. Companies have to manage servicescapes not only as non-places of economic servuction but also as common places of societal ritualization. |
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