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Conceptualising Transformative Transport Service Research

Conceptualising Transformative Transport Service Research

Mogaji, Emmanuel ORCID: 0000-0003-0544-4842 (2023) Conceptualising Transformative Transport Service Research. In: Academy of Marketing Conference 2023, 3-6th July 2023, Birmingham. (In Press)

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Transport service research has seldom being considered within the spectrum of business, marketing and management research, often this body of work has been theoretically explored within the context of transport planners and engineers, however with the impact of the pandemic on transport service quality, many transport operators struggling with their business operations, the ongoing industrial strikes with transport operators and the need for inclusive services for consumers with vulnerabilities, it is becoming imperative to recognise the huge prospects of transport service research.
Transportation is one of the big issues of the day. There are growing concerns around sustainable transportation and reducing CO2 emissions (Santos et al, 2021), the need to explore the motivating factors and consumer behaviours towards electric and autonomous cars (Junquera, Moreno & Álvarez, 2016; Thurner, Fursov & Nefedova, 2022), evaluating the prospects of equitable transport services that meets the need of vulnerable individuals (Mogaji, Bosah & Nguyen, 2022; Mogaji & Nguyen, 2021), the growing issues around service quality, services management and industrial strikes are also part of the pertinent issues in today’s transportation ecosystem (Gündoğdu et al, 2021; Nguyen-Phuoc et al, 2021) and the inequalities in transport infrastructure between the global south and north, the developing countries struggling with their structural and socio-economic challenges (Giannotti et al, 2021; Mogaji et al, 2022). These issues call for a revolution within service research, providing alternative perspectives as to what is known and further advance service literature.
Aligning with the notion of ‘Better Marketing for a Better World’ (Chandy et al, 2021), value co-creation (Grönroos & Voima 2013; Vargo & Lusch 2016) and transformative service research (Anderson, et al., 2013; Azzari & Baker, 2020), this paper challenge marketing practitioners to explore how ‘firms, governments, non-profits, NGOs, and other societal stakeholders can work to create win-win situations that benefit commercial as well as non-commercial stakeholders’, specifically exploring how marketing technologies and practices can be used to nudge consumers, managers, markets, communities, and societies to contribute to a better world through transformative

Item Type: Conference or Conference Paper (Paper)
Uncontrolled Keywords: Transformative, Transport, Service, research
Subjects: H Social Sciences > H Social Sciences (General)
Faculty / School / Research Centre / Research Group: Faculty of Business > Marketing Research Group (MRG)
Faculty of Business
Last Modified: 25 Apr 2023 13:05

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