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Despite the fast growth of the service sector, the existing literature has dedicated little effort to modeling the market growth of service products. We develop a diffusion model that can be used to understand and forecast the market growth of service products in a competitive environment. We propose a choice-type diffusion model that links the issues of service product utility, customers' choice preference, customer switching behavior, and the market growth of service products. We employ thedoi:10.1108/jsm-11-2012-0224 fatcat:xzgfjxe7ufacdcike727zqbi6m