Purpose of Review

This paper seeks to make an inquiry into the state-of-the art scholarly research of service marketing phenomena in the context of non-industrial private forest owners (NIPF). Its aim is to find out how service marketing issues have been approached in scholarly papers and what kinds of separate research approaches exist towards service marketing challenges. The core purpose of this paper is to use the most recent literature from (service) marketing to evaluate the scholarly research existing in forestry that discusses service marketing and related phenomena.

Recent Findings

In forestry, lot of scholarly research has centered on constructing different types of NIPF typologies. While the aim in some papers has been to either serve as tools for policy making or forest management planning, others have delved deeper into trying to understand NIPF communication, values, objectives, etc. Simultaneously, there has been a radical new development in (service-) marketing theory on how to rethink economic exchange. The core of this service dominant logic (SDL) is that we should move from seeing economic exchange as an exchange of products or product-like services. Instead, we should ask what core “service” this exchange provides for the different exchange parties—i.e., what (strategic) benefits the engagement provides to the actors involved in the exchange relationship. While the two might at first seem disconnected, this paper aims to show that the SDL view could be very useful in explaining the future of the services aimed at NIPF. The new view could be used to explain why some NIPF groups are not reached by traditional service marketing tools. Further, it can also provide light into what type of new service businesses might be needed for the future NIPF service sector.

Summary

This paper constructs a theoretical continuum from a product-centric view of services to the abstract service dominant logic (SDL) view of services. This continuum provides light into the value creation potential of the sector but also possible value creators—i.e., new businesses and economic activities. Results suggest that while new services can be gauged by the developed theoretical view, and while NIPF value creation is a part of some disciplinary explanations of NIPF behavior, the literature is still quite product dominant in its ways to view NIPF behavior.

中文翻译：

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私有林所有者背景下的服务营销现象-对学术文献的服务主导逻辑视角

审查目的

本文旨在对非工业私有林所有者（NIPF）的服务营销现象的最新学术研究进行调查。其目的是找出如何在学术论文中解决服务营销问题，以及针对服务营销挑战存在哪些单独的研究方法。本文的核心目的是利用（服务）营销领域的最新文献评估林业中有关服务营销和相关现象的学术研究。

最近的发现

在林业方面，许多学术研究都集中在构建不同类型的NIPF类型学上。尽管有些论文的目的是用作决策工具或森林管理规划，但另一些论文则更深入地尝试理解NIPF的沟通，价值，目标等。同时，（服务） -）关于如何重新思考经济交流的营销理论。服务主导逻辑（SDL）的核心是，我们应该从将经济交换视为产品或类似产品的交换的交换中摆脱出来。相反，我们应该询问这种交流为不同的交流方提供了哪些核心“服务”，即参与为参与者提供了哪些（战略）利益？参与交换关系。尽管两者乍一看似乎是脱节的，但本文旨在表明SDL观点对于解释针对NIPF的服务的未来非常有用。新的观点可以用来解释为什么传统的服务营销工具无法达到某些NIPF群体的目的。此外，它还可以为未来的NIPF服务部门提供可能需要哪种类型的新服务业务的信息。

概要

本文构建了从产品为中心的服务到抽象服务主导逻辑（SDL）服务的理论连续体。这个连续体为该行业的价值创造潜力提供了线索，同时也为可能的价值创造者（即新业务和经济活动）提供了线索。结果表明，虽然可以通过发达的理论观点来评估新服务，并且虽然NIPF值的创建是对NIPF行为的一些学科解释的一部分，但该文献仍然以其查看NIPF行为的方式在产品中占主导地位。