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Cited by 578Service and Product InnovationMarketing and Advertising StrategiesCustomer Service Quality and Loyalty

The Service Revolution and the Transformation of Marketing Science

Rust, Roland T., Huang, Ming-Hui·2014·Marketing Science
DOI 10.1287/mksc.2013.0836
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Abstract

The nature of marketing science is changing in a systematic, predictable, and irrevocable way. As information technology enables ubiquitous customer communication and big customer data, the fundamental nature of the firm's connection to the customer changes: better, more personalized service can be offered, from which service relationships are deepened, and consequently, more profitable customers grow the influence of service within the goods sector and expand the service sector in the economy. Marketing is becoming more personalized, and marketing science techniques that exploit customer heterogeneity are becoming more important. Information technology improvements also guarantee the increasing importance and usage of computationally intensive data processing and “big data.” Most importantly, these trends have already lasted for more than a century, and they will become even more pronounced in the coming years as a result of the monotonic nature of technology improvement. These changes imply a transformation of marketing science in both the topics to be emphasized and the methods to be employed. Increasingly, and inevitably, all of marketing will come to resemble to a greater degree the formerly specialized area of service marketing, only with an increased emphasis on marketing analytics.

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Crossref · 10.1287/mksc.2013.0836

Cites

4 of 4 references verified0 citation errors · 0 not checkable

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  • Marketing science has documented the transformation of service systems through analytics and automation but has not fully theorized what happens when intelligent systems actively constrain legibility, visibility, and legitimacy in ways that structure consumer choice environments.

    “Similarly, marketing science has documented the transformation of service systems through analytics and automation (Rust & Huang, 2014) but has not fully theorized what happens when intelligent systems actively constrain legibility, visibility, and legitimacy in ways that structure consumer choice environments (Kaliyamurthy & Schau, 2025).”

    From Marketing to the Machine: Rethinking Global Marketing for the AI Era (2026) · cites this paper as Rust & Huang, 2014

  • At the governance level, intermediated demand shifts power toward systems that allocate ranking and exposure.

    “At the governance level, intermediated demand shifts power toward systems that allocate ranking and exposure, echoing marketing science's recognition that analytics transform service architectures (Rust & Huang, 2014) but extending it to demand formation itself.”

    From Marketing to the Machine: Rethinking Global Marketing for the AI Era (2026) · cites this paper as Rust & Huang, 2014

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Authors
Rust, R. T., & Huang, M.-H.
Affiliations
  • University of Maryland, College Park (US)
  • National Taiwan University (TW)
ORCID
Venue
Marketing Science
Publisher
Institute for Operations Research and the Management Sciences (INFORMS)
Published
2014-03
Volume
33
Issue
2
Pages
206-221
ISSN
  • 0732-2399 (ISSN-L)
  • 1526-548X
DOI
10.1287/mksc.2013.0836
OpenAlex
W1966482890
Cited by
578
References
4
Citations by year
2026: 56 · 2025: 72 · 2024: 64 · 2023: 59 · 2022: 57 · 2021: 68 · 2020: 46 · 2019: 45 · 2018: 34 · 2017: 32 · 2016: 26 · 2015: 12 · 2014: 7
FWCI
82.51
Type
journal article
Language
en
Open access
closed
Locations
  • Marketing Science (publishedVersion)
  • EUR Research Repository (Erasmus University Rotterdam) (publishedVersion)
  • EUR Research Repository (Erasmus University Rotterdam) (submittedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Service and Product Innovation
  • Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
  • Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Customer Service Quality and Loyalty
Keywords
service revolution, personalized marketing, consumer heterogeneity, big data, information technology, service marketing, marketing analytics, customer relationships, service sector growth, customer data

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