Commentary: enabling service wisdom for MEA organizations and society

Abstract

Purpose

This commentary seeks to enable service researchers in the Middle East and Africa (MEA) regions and those in other regions to pursue service research that addresses the many difficult service system problems in the MEA.

Design/methodology/approach

This commentary is based on more than 40 years of service research experience and unique insights from a service research pioneer. The commentary addresses what service systems are and why they are important to human progress.

Findings

Three service wisdoms are offered to enable service researchers. Serving Human Needs focuses on the essential role of service because all human economies exist to serve human needs. It also provides the aspirational goal of improving human well-being by transforming service systems. The topic of Designing New Service Rules urges service researchers to design new service systems based on the win-win logic of mutualism. Collaborating With Each Other is the third service wisdom. With more than 7 billion humans living today, mutually beneficial collaborations are one of the best strategies for improving human well-being and the well-being of our crowded planet.

Practical implications

Practical ideas are offered for improving the human condition through collaboratively serving each other’s needs.

Social implications

Because service systems are both nonmonetary and monetary solutions to human needs, their social implications are profound. Human life itself depends on service systems.

Originality/value

This commentary offers service researchers guidance in understanding services, in designing better services, and in pursuing collaborative solutions to service system problems.

Citation

Fisk, R.P. (2021), "Commentary: enabling service wisdom for MEA organizations and society", Journal of Services Marketing, Vol. 35 No. 7, pp. 857-860. https://doi.org/10.1108/JSM-06-2021-0233