ICOSM 2015 - International Conference on Service Marketing

Services are an integral part of products, and yet interests in the marketing of services have not been always as intense as the efforts devoted to marketing of tangible products. Interests in service quality (Parasuraman et al, 1985, 1988) sparked a renewed interest in services. The much cited arguments in service dominant logic (Vargo and Lusch, 2004) have also attracted a renewed interest in services which we intend to facilitate by organizing a services marketing conference under the theme of “Service Resurgence”. This conference offers researchers and practitioners a unique opportunity to dialog around the common issue of services. While researchers and academics have the opportunity to present their current and on-going studies at this conference, practitioners also have the opportunity to share their experiences from the world of practice.