Abstract
This paper aims to reveal theoretical gaps that have emerged from the
services marketing mixed literature review that need more
investigation and empirical evidence in modern service businesses.
The methodology used in this paper is desk-based in which a critical
examination on the services marketing literature is carried out to
achieve the paper objectives. A critical examination on the services
marketing literature indicates that service businesses need the
modified and extended services marketing mix paradigm as a general
framework for the marketing of services. One of the crucial
conclusions come out of this paper is that the 7Ps of the services
marketing mix is the most accepted paradigm among services
marketing authors; however, there is no significant empirical evidence
that has validated this paradigm components together, even though it
has been accepted and supported from a theoretical perspective.
Empirical evidence is required to validate this paradigm in service
businesses.
Further research is required in order to test if theories, models and
concepts developed in the U.S and Western business environments
are generalizable and applicable to other business environments or
there is a need to develop new theories, model and concepts.
Consequently, it would be a very fruitful area of research to investigate
the services marketing mixed paradigm in several business industries
in the Jordanian business environment