Purpose

This paper aims to improve the service discipline’s understanding of the unique challenges and opportunities that services marketers encounter in Central, Eastern and Southeastern Europe (CESEE) and Post-Soviet states. This paper also serves as an introduction to the special section about services marketing perspectives in this region.

Design/methodology/approach

Considering the Post-Soviet reality, the paper is a viewpoint regarding the specific development potential of services marketing in the CESEE region. In addition, the three papers included in the special section use a variety of research methods, participants and service settings.

Findings

First, this paper outlines the positive and negative consequences of the radical changes in the services markets over the past 30 years. Next, all three papers included in the special section explore the distinctive customer perspective of services marketing. Finally, this paper discusses the specific relationship building environment of the Post-Soviet reality and how its unique do-it-yourself background contributes to the existing discussion on consumers’ involvement in the co-creation of value.

Research limitations/implications

The findings from this special section have valuable implications for future research on services marketing in the CESEE markets, although these may not always be generalizable beyond the unique context of the research detailed in each of these papers.

Practical implications

This research, along with the three papers, presents some useful directions for services marketing managers cooperating with the CESEE markets, such as understanding and managing the expectations of their customers or employees.

Originality/value

This paper is one of the first attempts to understand the uniqueness of the under-researched area of services marketing in the CESEE and Post-Soviet States, both from a theoretical and empirical point of view. This also provides previously under-represented authors from the region the opportunity to present their perspective to an international service community.

中文翻译：

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观点：后苏联国家和前东欧集团的服务研究

目的

本文旨在提高服务学科对中欧，东欧和东南欧（CESEE）和后苏联国家服务营销人员所面临的独特挑战和机遇的理解。本文还介绍了有关该地区服务营销观点的特殊部分。

设计/方法/方法

考虑到后苏联时代的现实，本文是关于CESEE地区服务营销的特定发展潜力的观点。此外，本节中包含的三篇论文使用了各种研究方法，参与者和服务设置。

发现

首先，本文概述了过去30年中服务市场的根本变化带来的正面和负面影响。接下来，本节中包含的所有三篇论文都探讨了服务营销与众不同的客户观点。最后，本文讨论了后苏联现实的特定关系建立环境，以及其独特的“自己动手”背景如何促进有关消费者参与价值共同创造的现有讨论。

研究局限/意义

这个特殊部分的发现对于CESEE市场中的服务营销的未来研究具有重要的启示，尽管在每篇论文中都将详细介绍研究的独特背景之外，这些结论可能并不总是可以推广的。

实际影响

这项研究以及三篇论文为与CESEE市场合作的服务营销经理提供了一些有用的指导，例如了解和管理其客户或员工的期望。

创意/价值

本文是从理论和实证角度来了解CESEE和后苏联国家服务营销领域研究不足的独特性的首次尝试之一。这也为该地区以前代表性不足的作者提供了向国际服务界表达他们的观点的机会。