Service marketing researches of China in the past 10 years: brief review and future research directions

The purpose of this paper is to analyze the status quo, characteristics, problems and future research directions of China´s service marketing researches. Firstly, with the keyword ´services marketing´, a total of 287 articles covering the time period 1994 to 2004 are searched in CNKI and VIP databases. Secondly, through the analysis of literatures, the authors point out that the increase of service marketing articles and the change of research fields are correlated with the development of service industries and their system reforms. Thirdly, three problems and corresponding research directions are suggested. In future researches, we need to (1) increase quantitative and positive researches; (2) analyze the service consumption psychology and behavior of China´s consumers; (3) discuss service marketing countermeasures according to the characteristics of different industries.