Journal of Services Marketing: Volume 34 Issue 3

Guest editorial

J. Joseph Cronin Jr, Duane M. Nagel

Commentary: future directions of the service discipline

Ruth N. Bolton

The purpose of this paper is to suggest some ways that service scholars can shape the future of the service discipline by building knowledge that is useful to businesses…

Viewpoint: service marketing research priorities

Christian Grönroos

This paper aims to emphasize two key research priorities central to the domain of service marketing.

Twenty-seven years of service research: a literature review and research agenda

Olivier Furrer, Jie Yu Kerguignas, Cécile Delcourt, Dwayne D. Gremler

The growing service sector has experienced several revolutions that have transformed the way services are created and delivered. In parallel, services increasingly pique the…

Artificial intelligence: disrupting what we know about services

Dora E. Bock, Jeremy S. Wolter, O.C. Ferrell

Artificial intelligence (AI) is currently having a dramatic impact on marketing. Future manifestations of AI are expected to bring even greater change, possibly ushering in the…

Service environment research opportunities

Julie Baker, Kara Bentley, Charles Lamb, Jr

This paper aims to explore the evolution of the service environment literature and speculates about future research in this area. This paper focuses on studies regarding how the…

Value creation and destruction in social marketing services: a review and research agenda

Nadia Zainuddin, Ross Gordon

This paper aims to provide a review of the extant literature on value creation and destruction in social marketing services for social change, for the purposes of developing a…

Service research: progress toward interdisciplinary collaboration

G. Tomas M. Hult, Travis A. Walkowiak, Jonathan M. Beck

The purpose of this paper is to promote a broadened view of service research and to demonstrate a path for integrating interdisciplinary perspectives with services marketing.

The institutional turn in service research: taking stock and moving ahead

Kaisa Koskela-Huotari, Josina Vink, Bo Edvardsson

Service scholars are finding that institutions – enduring social structures, such as rules, norms, beliefs – are increasingly important in theorizing on service-related phenomena…

AI voice bots: a services marketing research agenda

Phil Klaus, Judy Zaichkowsky

This paper aims to document how AI has changed the way consumers make decisions and propose how that change impacts services marketing, service research and service management.

A critical analysis of service ecosystems research: rethinking its premises to move forward

Mekhail Mustak, Loic Plé

This study aims to examine the development of service ecosystems literature and its four premises as follows: the characterization of service ecosystems as loosely coupled…

New directions for service research: refreshing the process of theorizing to increase contribution

Roderick J. Brodie, Linda D. Peters

For service research to develop as an applied social science there is the need to refresh the process of theorizing so it focuses not only on increasing new academic knowledge but…