Journal of Services Marketing: Volume 38 Issue 10

Co-creating customer experiences in service ecosystems: a study in a tourist destination

Diego Monferrer Tirado, Miguel Angel Moliner Tena, Marta Estrada

This study aims to examine the co-creation of customer experiences at different levels in service ecosystems, analyzing the case of a tourist destination.

Strategising for the circular economy through servitisation

Leanne Johnstone

From a firm-centric perspective, this study aims to elaborate on the types of servitisation strategies that can support a firm’s circular ambitions by asking: What is the role of…

Service-informed marketing reform

Christian Grönroos

This paper aims to develop an alternative perspective on marketing informed by service scholarship to resolve marketing’s challenges as a discipline and practice.

The gloomy side of value co-creation for service employees

Nic S. Terblanche, Barry J. Babin

There is a paucity of published research regarding service employees’ side of gloomy consequences emanating from value co-creation (VCC). The purpose of this paper is to provide a…

Editorial: Embracing the future of services marketing

Kristina Heinonen

Elevating service research in Africa

Kristina Heinonen, Ogechi Adeola

This study aims to assess the current state of service research in Africa, with the goal of identifying key areas for improvement. By examining both existing and emerging studies…