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Naples Forum on Service

Special issue call for papers from Managing Service Quality

Guest Editors

Professor Evert Gummesson,  Stockholm University, Sweden.
Associate Professor Cristina Mele, University of Naples “Federico II”, Italy
Associate Professor Francesco Polese, University of Salerno, Italy

The Naples Forum is an effort to stimulate what we call Paradigm 3 research, communicate it and speed up its progress. Paradigm 3 (2000s-) when service research moved its focus from differences to commonalities and interdependencies between goods and services. It also moved from the supplier value chain to the value network of all stakeholders (“balanced centricity”) and service (in the singular) became the output irrespective of input. The roles of suppliers and customers have also changed through the recognition of cocreation of value with resource integration with customer-to-customer interaction (C2C) or more broadly as actor-to-actor interaction (A2A). In the core of Paradigm 3 is the recognition of complexity. Service systems are enormously complex – it is not sufficient to study the relationship between just a few variables. The new millennium brought with it openings to address complexity and take a more systemic view. Service-Dominant (S-D) Logic contributed a tentative higher level service theory of the best contributions of the past and showed directions for the future. Service Science started from practitioner experiences and challenges our way of designing and implementing service systems. Network Theory and Systems Theory have been deployed to address complexity with applications like Many-to-Many-Marketing and the Viable Systems Approach (VSA). These developments form the 3 Pillars of the Naples Forum. With them it is motivated to label our current economy a Service Economy.
This special edition of Managing Service Quality will continue with the journal’s standard of publishing cutting-edge, relevant and rigorous scholarship in trying to bridge the above research gaps.

The Special Issue is based on presentations made at the 2013 Naples Forum and welcomes papers dealing with themes within one or several of the 3 Forum Pillars: S-D logic, service science, and network/systems theory. We especially encourage submissions with an integrative perspective. The papers could be theoretical and/or empirical and be based on qualitative and/or quantitative research. Topics could include the following:

• Business models to manage networks and service systems
• Complexity theory and service research
• Customer centricity vs. a multi-party stakeholder orientation (balanced centricity)
• Experience, value-in-use and value-in-context
• ICT for service
• Integration and management of resources and capabilities
• Many-to-many marketing and markets as networks
• Markets and marketing
• Methodological challenges and issues in service research
• Networks, interaction and relationships
• Practice-theory in service research
• Service design
• Service innovation
• Service processes and engineering
• Service science projects in research and/or education
• Service systems and system thinking
• The development of Service-Dominant Logic
• The role of institutional logics in service research
• The Viable Systems Approach (VSA)
• Value co-creation and the changing role of suppliers and customers
• Value propositions
• Web 2.0 or Web 3.0, the semantic web

Submission Information
Researchers are encouraged to submit their original manuscripts adapted to the journal’s format. Full papers will undergo a double-blind peer review process. Further details on Managing Service Quality are available at:

Key Dates
September 15th 2013 Deadline for full paper submission
December 15th Feedback on papers to authors
2014   Publication of special issue

Manuscripts should be submitted to the online system through the MSQ website
Contributors can direct any questions pertaining to the special issue to editorial coordinator at: [email protected]