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Service Marketing and the Institutionalization of Cocreation

In: Serving the Customer

Author

Listed:
  • Michael Ehret

    (University of Graz)

  • Rotimi Olanyian

    (Nottingham Trent University)

Abstract

The growth of the service economy is a pervasive phenomenon that drives attention and interest in service research. Some pioneering researchers have been using institutional theories for explaining particular service phenomena (e.g. Heide, 2003; Mishra et al., 1998; Ehret & Wirtz, 2010). Now, a growing range of scholars calls for a stronger consideration of fundamental aspects of institutions in stimulating the rise of services (Edvardsson et al., 2011; Vargo et al., 2022). This chapter proposes a fresh view on service institutionalization and proposes an agenda for studying service systems as the institutionalization of cocreation. The chapter proposes a taxonomy of key service institutions, drawing on Searle’s theory of constitutive rules. The example of digital money shows the contribution of Searle’s concept of constitutive rules by highlighting the interplay of technology and social action to fill institutional voids, enabling cocreation of services and economic development.

Suggested Citation

  • Michael Ehret & Rotimi Olanyian, 2023. "Service Marketing and the Institutionalization of Cocreation," Springer Books, in: Thomas Aichner (ed.), Serving the Customer, pages 3-30, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39072-3_1
    DOI: 10.1007/978-3-658-39072-3_1
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