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Professor Awarded Esteemed Emerald Literati Network Award for Excellence

April 02, 2011
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parsuA. “Parsu” Parasuraman, a professor of marketing and holder of the  James W. McLamore Chair in Marketing, has been awarded the Outstanding Paper Award by the Emerald Literati Network Awards for Excellence 2011.

The award-winning paper, entitled “Service Productivity Quality and Innovation:  Implications for Service-design Practice and Research,” was originally published in the International Journal of Quality and Service Sciences, Vol. 2, Issue 3. It was chosen by the Journal’s editorial team as one of the most impressive pieces of work the team has seen throughout 2010.

“The award is especially meaningful to me because the journal is an international, multi-disciplinary journal focused on the science of quality and services, two topics that have defined my primary domains of research for over the past twenty five years,” said Parasuraman, who added “[In addition],the article is a conceptual piece that synthesizes insights from my research and that of other scholars on the seemingly diverse topics of service quality, productivity and innovation that the article attempts to show are intertwined and should be treated as such by both researchers and practitioners.”

Read more about the awards for excellence here.

Purpose – The purpose of this paper is to discuss the intertwining of productivity, quality and innovation in the service domain and, based on that discussion, propose and examine the implications of a service productivity framework that incorporates not only the company's perspective (as is done traditionally) but also the customer's perspective and a typology for classifying service innovations on the basis of their potential impact on productivity from the company's and the customer's perspectives.

Design/methodology/approach – The service productivity framework and service innovation typology are developed by synthesizing – and extending – concepts and insights from the relevant literature pertaining to productivity, quality and innovation.

Findings – Analysis and discussion of the proposed frameworks lead to the overarching conclusion that strategies to improve service productivity, enhance service quality or implement service innovations, are likely to be suboptimal if pursued in isolation. As such, it is important for companies to consider the inter-linkages among service productivity, quality and innovation when formulating and implementing strategies pertaining to any of them.

Originality/value – The integration of conventional productivity concepts with key insights from the rich literature on service quality is novel. The resulting expanded service productivity framework and service innovation typology have important managerial implications and also offer several potentially fruitful avenues for further research.

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