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.
Conferences and Videos
Services Research and the Aging Population: Threat or Opportunity 2019
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.
How to reverse-engineer a journal article
Reverse-engineering is the process of discovering the technological principles of a device, object, or system through analysis of its structure, function and operation. When applied to journal articles, thesis or even a grant application, this means identifying the style and form of the manuscript in such a way that the style and form can be used to inform the design of your own article. Watch this 2018 video presented by Prof Rebekah Russell-Bennett, co-editor of Journal of Services Marketing at Texas State University USA, to find out the steps to reverse-engineering a journal article.
View the PDF presentation.
What is service design?
Service design is a process that involves co-design of customer experiences that are mutually beneficial for both users and organisations.
What are personas?
Personas are fictional characters of individuals or groups of people such as households that represent different types of users and are used in the early stage of the service design process. They are used to understand the needs, motivators, barriers, behaviours and goals of customers. Watch this 2020 presentation by Dr Nick Kelly of the QUT School of Design to understand personas and how they can be developed.
How to do a service safari
A service safari is a service design method that allows you to literally walk in the shoes of your user. Essentially you experience a service from a customer’s perspective by engaging in the service journey. This allows you to identify pain points and benefits of the service experience. A service safari provides data as an input to a customer journey map or service blueprint. Watch this video to see a demonstration of a service safari as a commuter of public transport.
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.
News, Tips and Templates
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.
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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