Six strategies for competing through service: An agenda for future research

s d ( T a k T c o Marketing scientists and practitioners devote considerble attention to services marketing strategies and tactics, but heir focus recently has intensified with the dual realization hat all businesses are service businesses and that “competng through service” provides new perspectives and options or organizations that are striving to create value for cusomers and capture value for shareholders. This special issue f the Journal of Retailing examines the many challenges of Competing Through Service.” Its publication is particularly timely because firms— specially retailers—currently face significant competitive hallenges. In the modern economic environment, markets re characterized by “fuzzy” boundaries that allow competiors to penetrate from adjacent market spaces. For example, dvances in technology have led to a proliferation of new ommunication media and retail channels. Many firms have eacted by focusing on increased productivity and lower costs e.g., efficient consumer response) rather than innovations hat create value for customers. However, advances in techology also offer new opportunities for firms to create such alue for customers that would give them a differential advanage that is difficult for competitors to imitate. Shifting market emographics and consumer tastes, both locally and globally, erve to magnify these opportunities. This special issue is entitled “Competing Through Serice” because firms that leverage service can build strong elationships with customers that will generate barriers o competition, increase customer loyalty and switching