Raymond Fisk | Texas State University (original) (raw)
Papers by Raymond Fisk
This chapter explores creating new services through service design. Service innovation requires d... more This chapter explores creating new services through service design. Service innovation requires developing new ways of value co-creation between customers and service organizations to improve human well-being. Service design is essential to service innovation because it brings a service organization's strategy and innovative service ideas to life. This chapter introduces service innovation, examines the challenges of creating new services, and synthesizes different contributions from the interdisciplinary service design field. It then presents the multilevel service design method and describes the service design process through its iterative stages of understanding the customer experience, designing the service offering and prototyping the service experience.
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Hospital elaborative services are an important part of health care services. The authors develop ... more Hospital elaborative services are an important part of health care services. The authors develop an analysis of these services from a marketing perspective. The laboratory's marketing exchanges are modeled and discussed. Marketing problems are identified and solutions, based on the framework, are proposed that could be implemented by laboratories.
with Carol Freshley, Journal of Health Care Marketing, 1981, Vol. 1, No. 2, Spring, 33‑39.
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Advances in Consumer Research, Jan 1, 1985
ABSTRACT-The research reported in this paper seeks to develop a conceptual synthesis between equi... more ABSTRACT-The research reported in this paper seeks to develop a conceptual synthesis between equity and satisfaction that is particularly relevant for consumer services, founded upon theoretical and empirical research in consumer satisfaction/dissatisfaction and ...
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2013 IEEE 15th International Conference on e-Health Networking, Applications and Services (Healthcom 2013), 2013
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Bishop, Kevin, Bolan, Greg, Bowen, David, Cromack, Chris, Evans, Steve, Fisk, Raymond P., Ganz, W... more Bishop, Kevin, Bolan, Greg, Bowen, David, Cromack, Chris, Evans, Steve, Fisk, Raymond P., Ganz, Walter, Gregory, Mike, Johnston, Robert, 1953-, Lemmink, Jos et al. ... Full text not available from this repository. ... Official URL: http://www.ifm.eng.cam.ac.uk/ssme/documents/080428.. . ... A White Paper based on Cambridge Service Science, Management and Engineering Symposium (July 2007); The consultation process (October – December 2007).
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The theatrical nature of service performances has been discussed in the services literature for m... more The theatrical nature of service performances has been discussed in the services literature for many years. If services are theatre, it makes sense to look for theatrical ways to train service workers, particularly those who interact with the customer. One method for training actors, which has strong significance for developing frontstage service personnel, is a system developed by Konstatin Stanislavsky. This article examines the theatrical presence of services' contact personnel, explores the tenets of the Stanislavsky method of actor training and their relevance for services marketing, and applies the method to training services workers.
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Service Science: Research and Innovations in the Service Economy, 2008
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Journal of Business Research, 2013
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Human beings are all individuals, yet in some societies recent academic and public debate has foc... more Human beings are all individuals, yet in some societies recent academic and public debate has focused on whether there is a trend towards more self-centred individualistic behaviour of certain “social clusters” or generations. For example, terms such as Generation YOLO (“you only live once”) have recently been coined. Notwithstanding this discussion, humans are usually embedded in social networks and social systems created by people. Recent developments in technology appear to polarise the interplay between individualistic behaviour and the need for belonging to a social group. This interaction between the self and society has been discussed previously. For example, already Ichheiser in 1949 debates this issue. It has been commonly agreed that individual orientations based on one’s personality, as well as other factors such as the environment, i.e. the (social) system itself, drive a person’s behaviour. Whilst scholars have been focusing on the usage situation and value creation dur...
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Managing Service Quality, 2013
Purpose – The evolution of the service marketing field was marked by the emergence of a global, v... more Purpose – The evolution of the service marketing field was marked by the emergence of a global, vigorous and tolerant community of service marketing researchers. This paper seeks to examine the history of the service marketing community and argues that it may be an archetype for building the emergent global service research community.
Design/methodology/approach – The study combines qualitative and quantitative approaches. The authors interviewed four pioneering service scholars and also collected descriptive data (e.g. Authorship, Affiliation, Title, Keywords) of all service related articles published in 13 top peer-reviewed marketing and service journals over the last 30 years (5,432 articles; 6,450 authors). In a dynamic analysis the authors mapped global collaboration between countries over time and detected clusters of international collaboration.
Findings – Findings suggest a growing international collaboration for the USA and the UK, while for other countries like Israel the global collaboration started from a high level and decreases now. Further, the service marketing community never became polarized and there were always contributions from researchers all over the world.
Research limitations/implications – As the global service research community is developing, service marketing becomes a research neighborhood within the broader service research community. Simultaneously, other research neighborhoods are emerging within this new community (e.g. service arts, service management, service engineering, service science).
Originality/value – Anchored on the social evolution and biological evolution metaphors, this study explains the evolution of the service marketing field from both qualitative and quantitative perspectives. Furthermore, it explains the development of the service marketing community as an archetype for building the global service research community.
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Journal of Service Management, 2014
ABSTRACT Purpose ‐ The purpose of this paper is to explore the concept of value co-creation in co... more ABSTRACT Purpose ‐ The purpose of this paper is to explore the concept of value co-creation in complex value networks with many actors. Electronic health records (EHRs) are innovations that warrant deep study to properly introduce such a complex system. Design/methodology/approach ‐ The paper describes a qualitative study based on Grounded Theory to understand value co-creation from multiple actors' perspectives in a National EHR Service Project: the Portuguese Health Data Platform. Findings ‐ Study results enabled further development of the value co-creation concept in complex environments with multiple actors. More specifically they allowed: operationalizing the value co-creation concept by identifying its factors and outcomes, understanding how value co-creation factors and outcomes are interconnected, and understanding of how value co-creation for each actor depends on his/her own actions and the actions of other actors, in a complex set of interactions and interdependencies. Practical implications ‐ The findings have implications for service managers seeking to understand how actors participating in the network integrate resources and interact to co-create value. The study highlights the need for designing and managing services to co-create value, not only by enabling dyadic interactions between the customer and the service provider, but also by supporting and enabling value co-creation interactions among different actors in the network. Originality/value ‐ This study responds to the need for empirical research on value co-creation in many-to-many contexts and for operationalizing the value co-creation concept.
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Journal of Services Marketing, 2014
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研究技術計画, Feb 26, 2014
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The widespread commercial use of the Internet to provide services to customers, without direct pe... more The widespread commercial use of the Internet to provide services to customers, without direct personal interaction, has created new challenges in several fields of knowledge, in particular Marketing and Information Technology. This paper addresses the problems faced by banking institutions that are adapting their service operations and their Service Delivery Systems (SDS) to the Internet channel, in order to offer integrated, high-quality customer service across all their service offerings.
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Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2015
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Proceedings of the Frontiers in Service Conference, 26-29 June 2014, Miami, Florida, USA, Session 8, Paper # 0075005, 2014
Human beings are all individuals, yet in some societies recent academic and public debate has foc... more Human beings are all individuals, yet in some societies recent academic and public debate has focused on whether there is a trend towards more self-centred individualistic behaviour of certain “social clusters” or generations. For example, terms such as Generation YOLO (“you only live once”) have recently been coined. Notwithstanding this discussion, humans are usually embedded in social networks and social systems created by people. Recent developments in technology appear to polarise the interplay between individualistic behaviour and the need for belonging to a social group. This interaction between the self and society has been discussed previously. For example, already Ichheiser in 1949 debates this issue.
It has been commonly agreed that individual orientations based on one’s personality, as well as other factors such as the environment, i.e. the (social) system itself, drive a person’s behaviour. Whilst scholars have been focusing on the usage situation and value creation during interactions, the nature of those interactions and the behaviour of service consumers grounded in personal orientations have not been analysed sufficiently in service research, although there is a long history of conceptualizing and measuring personal orientations and interaction styles in psychology. Particularly, no consideration has been given to investigate this in consumption experiences where multiple consumers interact and co-create a service, although customer-to-customer, customer group and consumer tribes studies have been recent emerging foci in research.
The conceptualization and measurement of co-created services, as well as managing the customer experience across customers, have been named as research priorities in service research. Therefore, this paper aims at establishing this missing link by exploring interaction patterns of customers in a joint service experience. Based on customers’ personal orientations, from an individual’s perspective this research analyses the change in perception of the service experience through subsequent group interactions. Three commonly used “layers” of a customer’s orientation have been employed, namely self orientation, social orientation and task orientation.
A quantitative multi-stage study has been carried out using the dimensions of task orientation, social orientation and self orientation of customers derived from psychology, contributing to the slowly growing body of empirical studies on customers’ value co-creating behaviour and roles. This research outlines the project and reports the findings of this multi-stage study.
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Service Science, 2009
... A comparison to famous perspectives in human history is informative. In a 2007 TED Conference... more ... A comparison to famous perspectives in human history is informative. In a 2007 TED Conference talk, Alan Kay (2007), emphasized the role of changes of perspectives in human learning and progress: Page 12. Fisk: A Customer Liberation Manifesto Service Science 1 (3), pp. ...
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Journal of Management & Organization, 2008
... Grove SJ and Fisk RP (1983) The dramaturgy of service exchange: An analytical framework for s... more ... Grove SJ and Fisk RP (1983) The dramaturgy of service exchange: An analytical framework for services marketing, in Emerging Perspectives on Services Marketing, LL Berry, LG Shostack and GD Upah (Eds) Chicago: American Marketing Association, 4549. ...
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Bishop, Kevin, Bolan, Greg, Bowen, David, Cromack, Chris, Evans, Steve, Fisk, Raymond P., Ganz, W... more Bishop, Kevin, Bolan, Greg, Bowen, David, Cromack, Chris, Evans, Steve, Fisk, Raymond P., Ganz, Walter, Gregory, Mike, Johnston, Robert, 1953-, Lemmink, Jos et al. ... Full text not available from this repository. ... Official URL: http://www.ifm.eng.cam.ac.uk/ssme/documents/080428.. . ... A White Paper based on Cambridge Service Science, Management and Engineering Symposium (July 2007); The consultation process (October – December 2007).
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This chapter explores creating new services through service design. Service innovation requires d... more This chapter explores creating new services through service design. Service innovation requires developing new ways of value co-creation between customers and service organizations to improve human well-being. Service design is essential to service innovation because it brings a service organization's strategy and innovative service ideas to life. This chapter introduces service innovation, examines the challenges of creating new services, and synthesizes different contributions from the interdisciplinary service design field. It then presents the multilevel service design method and describes the service design process through its iterative stages of understanding the customer experience, designing the service offering and prototyping the service experience.
Bookmarks Related papers MentionsView impact
Hospital elaborative services are an important part of health care services. The authors develop ... more Hospital elaborative services are an important part of health care services. The authors develop an analysis of these services from a marketing perspective. The laboratory's marketing exchanges are modeled and discussed. Marketing problems are identified and solutions, based on the framework, are proposed that could be implemented by laboratories.
with Carol Freshley, Journal of Health Care Marketing, 1981, Vol. 1, No. 2, Spring, 33‑39.
Bookmarks Related papers MentionsView impact
Advances in Consumer Research, Jan 1, 1985
ABSTRACT-The research reported in this paper seeks to develop a conceptual synthesis between equi... more ABSTRACT-The research reported in this paper seeks to develop a conceptual synthesis between equity and satisfaction that is particularly relevant for consumer services, founded upon theoretical and empirical research in consumer satisfaction/dissatisfaction and ...
Bookmarks Related papers MentionsView impact
2013 IEEE 15th International Conference on e-Health Networking, Applications and Services (Healthcom 2013), 2013
Bookmarks Related papers MentionsView impact
Bishop, Kevin, Bolan, Greg, Bowen, David, Cromack, Chris, Evans, Steve, Fisk, Raymond P., Ganz, W... more Bishop, Kevin, Bolan, Greg, Bowen, David, Cromack, Chris, Evans, Steve, Fisk, Raymond P., Ganz, Walter, Gregory, Mike, Johnston, Robert, 1953-, Lemmink, Jos et al. ... Full text not available from this repository. ... Official URL: http://www.ifm.eng.cam.ac.uk/ssme/documents/080428.. . ... A White Paper based on Cambridge Service Science, Management and Engineering Symposium (July 2007); The consultation process (October – December 2007).
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The theatrical nature of service performances has been discussed in the services literature for m... more The theatrical nature of service performances has been discussed in the services literature for many years. If services are theatre, it makes sense to look for theatrical ways to train service workers, particularly those who interact with the customer. One method for training actors, which has strong significance for developing frontstage service personnel, is a system developed by Konstatin Stanislavsky. This article examines the theatrical presence of services' contact personnel, explores the tenets of the Stanislavsky method of actor training and their relevance for services marketing, and applies the method to training services workers.
Bookmarks Related papers MentionsView impact
Service Science: Research and Innovations in the Service Economy, 2008
Bookmarks Related papers MentionsView impact
Journal of Business Research, 2013
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Human beings are all individuals, yet in some societies recent academic and public debate has foc... more Human beings are all individuals, yet in some societies recent academic and public debate has focused on whether there is a trend towards more self-centred individualistic behaviour of certain “social clusters” or generations. For example, terms such as Generation YOLO (“you only live once”) have recently been coined. Notwithstanding this discussion, humans are usually embedded in social networks and social systems created by people. Recent developments in technology appear to polarise the interplay between individualistic behaviour and the need for belonging to a social group. This interaction between the self and society has been discussed previously. For example, already Ichheiser in 1949 debates this issue. It has been commonly agreed that individual orientations based on one’s personality, as well as other factors such as the environment, i.e. the (social) system itself, drive a person’s behaviour. Whilst scholars have been focusing on the usage situation and value creation dur...
Bookmarks Related papers MentionsView impact
Managing Service Quality, 2013
Purpose – The evolution of the service marketing field was marked by the emergence of a global, v... more Purpose – The evolution of the service marketing field was marked by the emergence of a global, vigorous and tolerant community of service marketing researchers. This paper seeks to examine the history of the service marketing community and argues that it may be an archetype for building the emergent global service research community.
Design/methodology/approach – The study combines qualitative and quantitative approaches. The authors interviewed four pioneering service scholars and also collected descriptive data (e.g. Authorship, Affiliation, Title, Keywords) of all service related articles published in 13 top peer-reviewed marketing and service journals over the last 30 years (5,432 articles; 6,450 authors). In a dynamic analysis the authors mapped global collaboration between countries over time and detected clusters of international collaboration.
Findings – Findings suggest a growing international collaboration for the USA and the UK, while for other countries like Israel the global collaboration started from a high level and decreases now. Further, the service marketing community never became polarized and there were always contributions from researchers all over the world.
Research limitations/implications – As the global service research community is developing, service marketing becomes a research neighborhood within the broader service research community. Simultaneously, other research neighborhoods are emerging within this new community (e.g. service arts, service management, service engineering, service science).
Originality/value – Anchored on the social evolution and biological evolution metaphors, this study explains the evolution of the service marketing field from both qualitative and quantitative perspectives. Furthermore, it explains the development of the service marketing community as an archetype for building the global service research community.
Bookmarks Related papers MentionsView impact
Bookmarks Related papers MentionsView impact
Journal of Service Management, 2014
ABSTRACT Purpose ‐ The purpose of this paper is to explore the concept of value co-creation in co... more ABSTRACT Purpose ‐ The purpose of this paper is to explore the concept of value co-creation in complex value networks with many actors. Electronic health records (EHRs) are innovations that warrant deep study to properly introduce such a complex system. Design/methodology/approach ‐ The paper describes a qualitative study based on Grounded Theory to understand value co-creation from multiple actors' perspectives in a National EHR Service Project: the Portuguese Health Data Platform. Findings ‐ Study results enabled further development of the value co-creation concept in complex environments with multiple actors. More specifically they allowed: operationalizing the value co-creation concept by identifying its factors and outcomes, understanding how value co-creation factors and outcomes are interconnected, and understanding of how value co-creation for each actor depends on his/her own actions and the actions of other actors, in a complex set of interactions and interdependencies. Practical implications ‐ The findings have implications for service managers seeking to understand how actors participating in the network integrate resources and interact to co-create value. The study highlights the need for designing and managing services to co-create value, not only by enabling dyadic interactions between the customer and the service provider, but also by supporting and enabling value co-creation interactions among different actors in the network. Originality/value ‐ This study responds to the need for empirical research on value co-creation in many-to-many contexts and for operationalizing the value co-creation concept.
Bookmarks Related papers MentionsView impact
Journal of Services Marketing, 2014
Bookmarks Related papers MentionsView impact
研究技術計画, Feb 26, 2014
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The widespread commercial use of the Internet to provide services to customers, without direct pe... more The widespread commercial use of the Internet to provide services to customers, without direct personal interaction, has created new challenges in several fields of knowledge, in particular Marketing and Information Technology. This paper addresses the problems faced by banking institutions that are adapting their service operations and their Service Delivery Systems (SDS) to the Internet channel, in order to offer integrated, high-quality customer service across all their service offerings.
Bookmarks Related papers MentionsView impact
Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 2015
Bookmarks Related papers MentionsView impact
Proceedings of the Frontiers in Service Conference, 26-29 June 2014, Miami, Florida, USA, Session 8, Paper # 0075005, 2014
Human beings are all individuals, yet in some societies recent academic and public debate has foc... more Human beings are all individuals, yet in some societies recent academic and public debate has focused on whether there is a trend towards more self-centred individualistic behaviour of certain “social clusters” or generations. For example, terms such as Generation YOLO (“you only live once”) have recently been coined. Notwithstanding this discussion, humans are usually embedded in social networks and social systems created by people. Recent developments in technology appear to polarise the interplay between individualistic behaviour and the need for belonging to a social group. This interaction between the self and society has been discussed previously. For example, already Ichheiser in 1949 debates this issue.
It has been commonly agreed that individual orientations based on one’s personality, as well as other factors such as the environment, i.e. the (social) system itself, drive a person’s behaviour. Whilst scholars have been focusing on the usage situation and value creation during interactions, the nature of those interactions and the behaviour of service consumers grounded in personal orientations have not been analysed sufficiently in service research, although there is a long history of conceptualizing and measuring personal orientations and interaction styles in psychology. Particularly, no consideration has been given to investigate this in consumption experiences where multiple consumers interact and co-create a service, although customer-to-customer, customer group and consumer tribes studies have been recent emerging foci in research.
The conceptualization and measurement of co-created services, as well as managing the customer experience across customers, have been named as research priorities in service research. Therefore, this paper aims at establishing this missing link by exploring interaction patterns of customers in a joint service experience. Based on customers’ personal orientations, from an individual’s perspective this research analyses the change in perception of the service experience through subsequent group interactions. Three commonly used “layers” of a customer’s orientation have been employed, namely self orientation, social orientation and task orientation.
A quantitative multi-stage study has been carried out using the dimensions of task orientation, social orientation and self orientation of customers derived from psychology, contributing to the slowly growing body of empirical studies on customers’ value co-creating behaviour and roles. This research outlines the project and reports the findings of this multi-stage study.
Bookmarks Related papers MentionsView impact
Service Science, 2009
... A comparison to famous perspectives in human history is informative. In a 2007 TED Conference... more ... A comparison to famous perspectives in human history is informative. In a 2007 TED Conference talk, Alan Kay (2007), emphasized the role of changes of perspectives in human learning and progress: Page 12. Fisk: A Customer Liberation Manifesto Service Science 1 (3), pp. ...
Bookmarks Related papers MentionsView impact
Journal of Management & Organization, 2008
... Grove SJ and Fisk RP (1983) The dramaturgy of service exchange: An analytical framework for s... more ... Grove SJ and Fisk RP (1983) The dramaturgy of service exchange: An analytical framework for services marketing, in Emerging Perspectives on Services Marketing, LL Berry, LG Shostack and GD Upah (Eds) Chicago: American Marketing Association, 4549. ...
Bookmarks Related papers MentionsView impact
Bishop, Kevin, Bolan, Greg, Bowen, David, Cromack, Chris, Evans, Steve, Fisk, Raymond P., Ganz, W... more Bishop, Kevin, Bolan, Greg, Bowen, David, Cromack, Chris, Evans, Steve, Fisk, Raymond P., Ganz, Walter, Gregory, Mike, Johnston, Robert, 1953-, Lemmink, Jos et al. ... Full text not available from this repository. ... Official URL: http://www.ifm.eng.cam.ac.uk/ssme/documents/080428.. . ... A White Paper based on Cambridge Service Science, Management and Engineering Symposium (July 2007); The consultation process (October – December 2007).
Bookmarks Related papers MentionsView impact