Service development as practice: A rhetorical analysis of customer-related arguments in a service development project
AbstractSummary In this paper, in order to examine service development as practice, we draw on extensive ethnographic material covering an entire service development process. Through a rhetorical lens, we identify what types of customer-related arguments the project members use in order to drive the development process forward and confront these findings with service development literature. We find that customer orientation is rhetorically present mostly when it comes to what the team should do (i.e. appeals to ethos, expressed as identification with the customer but also as guilt). However, this type of rhetoric does not lead to action as prescribed by normative marketing literature - such as formal acquisition of and reliance on market research - due to more decisive arguments about resources.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Elsevier in its journal Scandinavian Journal of Management.
Volume (Year): 27 (2011)
Issue (Month): 2 (June)
Contact details of provider:
Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/872/description#description
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei).
If references are entirely missing, you can add them using this form.