A study of service marketing mix and research philosophies: for MBA students

A study of service marketing mix and research philosophies: for MBA students (information from perplexity.ai)

My question 1: "Would the service marketing mix analysis in marketing management of a company differ when the underlying perspectives of research philosophy (i.e. positivism, interpretivism, pragmatism and critical realism) are different?"

The reply: "Yes, the service marketing mix analysis in marketing management would differ depending on the underlying research philosophy (positivism, interpretivism, pragmatism, critical realism) because these philosophies shape how researchers understand and approach market phenomena, customer behavior, and the role of marketing elements.

Here is how the differences manifest:

Research Philosophy	Impact on Service Marketing Mix Analysis
Positivism	Focuses on objective measurement and quantification of marketing mix elements (product, price, place, promotion, people, process, physical evidence). It emphasizes causal relationships and generalizable findings, often using quantitative methods. The analysis aims at identifying which elements statistically influence customer engagement or satisfaction. For example, meta-analyses measure the effect of product and people mix on customer engagement quantitatively.
Interpretivism	Emphasizes understanding the subjective meanings and social contexts behind customer experiences and interactions with the service marketing mix. It uses qualitative methods like ethnography to gain thick data—rich, contextual insights about customer practices and meanings. This approach helps develop customer-oriented strategies by exploring how customers and service providers co-create value and interpret marketing elements.
Pragmatism	Focuses on practical consequences and the interplay of human actions and meanings in dynamic, diverse service markets. It views the marketing mix as part of a continuous learning process involving customers’ knowing, experiencing, and acting. Pragmatism helps address market disruptions by focusing on customer dynamics and diversity rather than fixed marketing mix elements alone. It supports a holistic, flexible approach to service marketing management that adapts to change and complexity.
Critical Realism	While not explicitly detailed in the search results, critical realism generally combines a realist ontology (there are real structures influencing outcomes) with interpretive epistemology. It would analyze the marketing mix by uncovering underlying mechanisms and structures (e.g., power relations, social structures) that affect customer interactions and market dynamics, going beyond observable data to explain why certain marketing mix strategies work or fail.

 

Summary

• Positivism leads to a more structured, quantitative, and generalizable analysis of the service marketing mix.

• Interpretivism provides deep qualitative insights into customer meanings and social practices related to the marketing mix.

• Pragmatism encourages a dynamic, flexible, and action-oriented analysis focusing on customer diversity and market disruptions.

• Critical realism (inferred) would seek to reveal deeper causal mechanisms behind marketing mix effectiveness.

Therefore, the choice of research philosophy fundamentally influences the conceptualization, methodology, and interpretation of the service marketing mix analysis in marketing management, shaping how companies understand and implement their marketing strategies."

My question 2: "Which research philosophy perspective (i.e. positivism, interpretivism, pragmatism and critical realism) is more appropriate when conducting service marketing analysis for a company in the process introducing a controversial marketing strategy repositioning exercise under a dynamic, hostile and conflictual internal and external corporate environment?

The reply: "For conducting a service marketing analysis during a controversial marketing strategy repositioning exercise in a dynamic, hostile, and conflictual internal and external corporate environment, the most appropriate research philosophy is Critical Realism, potentially combined with Pragmatism.

Justification:

• Critical Realism is suited for complex, conflictual environments because it acknowledges that:

  • The world exists objectively (there are real structures and mechanisms).

  • Human understanding is subjective and socially constructed.

  • The goal is to uncover underlying mechanisms and structures that explain why certain marketing strategies succeed or fail, beyond just observable data or surface-level interpretations.

  This approach helps to analyze hidden causal forces in a hostile and dynamic environment, such as power relations, internal conflicts, and external market turbulence, which are crucial when repositioning a brand controversially.

• Pragmatism complements this by focusing on practical consequences, flexibility, and adaptation in dynamic markets. It emphasizes learning from ongoing interactions and adapting marketing strategies to manage diversity, disruption, and conflict effectively.

• In contrast:

  • Positivism focuses on objective measurement and generalizable laws, which may be too rigid or simplistic for highly dynamic and conflictual contexts where meanings and power structures matter deeply.

  • Interpretivism offers rich qualitative insights into meanings and experiences but may lack the focus on uncovering deeper causal mechanisms and practical adaptability needed in hostile, fast-changing environments.

Supporting points from the literature:

• Strategic brand repositioning in dynamic environments requires reconciling internal capabilities with external market needs, managing risks such as loss of original customer focus, and aligning internal and external mindsets—tasks that require understanding both objective structures and subjective interpretations.

• Dynamic and hostile environments intensify challenges and complicate strategic management, requiring firms to develop dynamic capabilities to adapt and innovate continuously.

• Critical realism offers a "third path" that transcends positivism and interpretivism, enabling the use of both quantitative and qualitative methods to reveal semi-laws or mechanisms in marketing, which is essential for managing complex repositioning processes.

Conclusion

Critical realism is the most appropriate philosophy for analyzing service marketing in this context because it allows for a nuanced understanding of both the objective realities and subjective experiences within a hostile and dynamic environment, uncovering underlying mechanisms that influence strategy success. Pragmatism also plays a valuable role by emphasizing practical adaptability and learning in turbulent markets.

Combining these perspectives provides a robust framework to navigate the complexities of controversial repositioning under conflictual internal and external conditions."

A collection of blog notes on using chatgpt for research purpose.