Services Research and the Aging Population: Threat or Opportunity

Presented by Professor John Bateson, Visiting Professor of Management, Cass Business School. City University, London

For the first time in human history the number of people over 65 will soon outnumber those under 15. Within a single generation large parts of the world have already made the transition. People are aging healthier, feel younger than they are and want to continue their lifestyles. However, their minds, senses and bodies age even though they are healthy, and many changes start at 40 not 70. This presentation looks at the impact of an increasingly aging population on services research, particularly in technology and robotics.

Aging has important effects on consumer psychology and behaviors. For example, there is a 0.9 correlation between age and satisfaction ratings from over 200 companies. The healthy aged consciously avoid situations that could be unpleasant. They are more loyal to their service firms and known experiences, and less likely to experiment. They are more “emotional” and more prone to depend on their service providers. They are less able to hear instructions in noisy or distracting situations and less able to pick out one conversation amongst many. They are more sensitive to ambient light and glare in the real or virtual world. Less able to process complex decisions and more susceptible to information presented anecdotally. Technology offers the chance aid such decisions. All the senses change, as does the mind and body. All these changes impact service research and management.


What is Social Marketing?

This presentation ‘Social Marketing: It’s All About Behaviour Change’ by Professor Rebekah Russell-Bennett  was presented at an industry function.


Service Priorities 2018 – Bring Academia and Practitioners Together

At the SERVSIG 2018 conference in Paris, Professor Rebekah Russell-Bennett presented analysis of 1,000 scholarly articles published in five of the leading service journals between 2013 and 2018 to identify key priorities and align these with the 6 practitioner mega-trends.

Download the presentation here.


Service Thinking in Social Marketing

This is a conceptual paper that uses service theory and case-examples to show how service thinking can be used as a midstream social marketing approach. This paper is recognised by Vargo and Lusch (2017) as a key mid-range theory approach to diffusing S-D logic in social marketing (see p57).

View on QUT ePrints.


Social Marketing Benchmark Criteria

The National Social Marketing Centre (NSMC) identified eight key elements that can improve the impact of a social marketing intervention.

View PDF here.


Social Marketing vs Behavioural Economics

Ever wondered about the similarity between social marketing and behavioural economics? This 2017 article outlines some key points of convergence and divergence.

View article here.


How can Social Scientists Influence Public Policy?

A blog on the London School of Economics and Political Science Impact Blog, written by two Australian social scientists, explains.

View the blog here.

This blog post is based on the authors’ co-written article, ‘Empirically derived guidance for social scientists to influence environmental policy’ published in PLoS ONE (doi: 10.1371/journal.pone.0171950)


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