{"@context":{"@vocab":"https://cir.nii.ac.jp/schema/1.0/","rdfs":"http://www.w3.org/2000/01/rdf-schema#","dc":"http://purl.org/dc/elements/1.1/","dcterms":"http://purl.org/dc/terms/","foaf":"http://xmlns.com/foaf/0.1/","prism":"http://prismstandard.org/namespaces/basic/2.0/","cinii":"http://ci.nii.ac.jp/ns/1.0/","datacite":"https://schema.datacite.org/meta/kernel-4/","ndl":"http://ndl.go.jp/dcndl/terms/","jpcoar":"https://github.com/JPCOAR/schema/blob/master/2.0/"},"@id":"https://cir.nii.ac.jp/crid/1362825893852966400.json","@type":"Article","productIdentifier":[{"identifier":{"@type":"DOI","@value":"10.1287/mksc.2013.0836"}},{"identifier":{"@type":"URI","@value":"https://pubsonline.informs.org/doi/pdf/10.1287/mksc.2013.0836"}}],"dc:title":[{"@value":"The Service Revolution and the Transformation of Marketing Science"}],"description":[{"type":"abstract","notation":[{"@value":"<jats:p> The nature of marketing science is changing in a systematic, predictable, and irrevocable way. As information technology enables ubiquitous customer communication and big customer data, the fundamental nature of the firm's connection to the customer changes: better, more personalized service can be offered, from which service relationships are deepened, and consequently, more profitable customers grow the influence of service within the goods sector and expand the service sector in the economy. Marketing is becoming more personalized, and marketing science techniques that exploit customer heterogeneity are becoming more important. Information technology improvements also guarantee the increasing importance and usage of computationally intensive data processing and “big data.” Most importantly, these trends have already lasted for more than a century, and they will become even more pronounced in the coming years as a result of the monotonic nature of technology improvement. These changes imply a transformation of marketing science in both the topics to be emphasized and the methods to be employed. Increasingly, and inevitably, all of marketing will come to resemble to a greater degree the formerly specialized area of service marketing, only with an increased emphasis on marketing analytics. </jats:p>"}]}],"creator":[{"@id":"https://cir.nii.ac.jp/crid/1382825893852966401","@type":"Researcher","foaf:name":[{"@value":"Roland T. Rust"}],"jpcoar:affiliationName":[{"@value":"Robert H. Smith School of Business, University of Maryland, College Park, Maryland 20742"}]},{"@id":"https://cir.nii.ac.jp/crid/1382825893852966400","@type":"Researcher","foaf:name":[{"@value":"Ming-Hui Huang"}],"jpcoar:affiliationName":[{"@value":"Department of Information Management, College of Management, National Taiwan University, Taipei 10617, Taiwan"}]}],"publication":{"publicationIdentifier":[{"@type":"PISSN","@value":"07322399"},{"@type":"EISSN","@value":"1526548X"}],"prism:publicationName":[{"@value":"Marketing Science"}],"dc:publisher":[{"@value":"Institute for Operations Research and the Management Sciences (INFORMS)"}],"prism:publicationDate":"2014-03","prism:volume":"33","prism:number":"2","prism:startingPage":"206","prism:endingPage":"221"},"reviewed":"false","url":[{"@id":"https://pubsonline.informs.org/doi/pdf/10.1287/mksc.2013.0836"}],"createdAt":"2014-01-17","modifiedAt":"2023-04-02","relatedProduct":[{"@id":"https://cir.nii.ac.jp/crid/1360572092855203200","@type":"Article","resourceType":"学術雑誌論文(journal article)","relationType":["isReferencedBy"],"jpcoar:relatedTitle":[{"@value":"A framework for variance analysis of customer equity based on a Markov chain model"}]},{"@id":"https://cir.nii.ac.jp/crid/1361694365642488448","@type":"Article","resourceType":"学術雑誌論文(journal article)","relationType":["isReferencedBy"],"jpcoar:relatedTitle":[{"@value":"Exploring the interface between management accounting and marketing: a literature review of customer accounting"}]},{"@id":"https://cir.nii.ac.jp/crid/1390566775130805376","@type":"Article","resourceType":"学術雑誌論文(journal article)","relationType":["isReferencedBy"],"jpcoar:relatedTitle":[{"@language":"ja","@value":"情報通信技術によるマーケティングの進化と新たな研究動向"},{"@language":"ja-Kana","@value":"ジョウホウ ツウシン ギジュツ ニ ヨル マーケティング ノ シンカ ト アラタ ナ ケンキュウ ドウコウ"}]}],"dataSourceIdentifier":[{"@type":"CROSSREF","@value":"10.1287/mksc.2013.0836"},{"@type":"CROSSREF","@value":"10.7222/marketing.2016.003_references_DOI_Zaf6zNqES8iDj1VsLB47HHk0RDE"},{"@type":"CROSSREF","@value":"10.1016/j.jbusres.2021.02.039_references_DOI_Zaf6zNqES8iDj1VsLB47HHk0RDE"},{"@type":"CROSSREF","@value":"10.1007/s00187-020-00299-9_references_DOI_Zaf6zNqES8iDj1VsLB47HHk0RDE"}]}