Goods-services continuum and servitisation in the context of customer service management

The writers of this article examine two well-known marketing concepts, compare and contrast them with servitisation, and then analyse them in light of customer service management. Servitisation, unlike the goods-services continuum, is new marketing. Servitisation, on the other hand, structured products from 'pure goods' to 'pure services, ' questioning the existence of such things. A product that wants to succeed must offer some kind of service, and a service that prioritises customer satisfaction must offer some kind of product. In a world where servitisation is the norm and products are increasingly being created to embed characteristics of service into their essential structure, is it feasible that the notion of 'pure commodities' and 'pure services' no longer bears any significance? After doing research, the authors conclude that pure commodities and services are no longer relevant outside of theoretical study and are obsolete in marketing practise. They conclude this after investigating. Qualitative case studies show the end of continuity, the move from continuum to servitisation, and the effects of different digitalisation methods.