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The purpose of this paper is to extend conceptually the context of service beyond service encounters and servicescapes by applying a service-ecosystem approach to context and experiential view on value.

We develop a conceptual framework of an extended service context that is based on an S-D logic, service-ecosystems view.

The service ecosystem approach proposed here contributes to the advancement of “services” marketing research by extending the context of service in two ways: its emphasis on service as the basis of all exchange allows the consideration of all instances of value-in-use, in-context, to be considered as a service experience; its conceptualization of context broadens the time/place dimensions that conventionally restrain research in service encounters and servicescapes beyond physical, social, symbolic and relational dimensions to consider the multiplicity of institutions across a wider socio-historic space.

This paper offers a broad conceptual framework for considering an extended view of service context. Future research is needed, both conceptual and empirical, to identify more specific components of service context and how they influence evaluations of experience.

Extending the scope of service context draws attention to the participation of customers and other actors in the co-creation of the service context, as well as the experience. This points toward the need to consider the competences and skills of customers as well as their socio-historic perspective in the design and development of a servicescape or more specific service encounter.

We offer a dynamic perspective of service context to help further the reach of services marketing research by extending the context of service across a variety of exchange encounters and pointing toward institutions as a central influence on phenomenological views of experience.

The purpose of this paper is to explore the social and cultural aspects of the context that frames service exchange to better understand how value and experience are evaluated.

The authors apply a conceptual approach to develop and propose a framework for deepening the understanding of the context of market-related experiences. The authors integrate two growing streams of research – consumer culture theory and service-dominant logic – that focus on phenomenological and experiential views on value and extend the context of experience with a culturally rich, service-ecosystems view of markets.

The authors broaden the context of experience by applying a service-ecosystems perspective and identify four social and cultural factors that influence experience from this extended context – sign systems and service ecosystems; multiplicity of structure and institutions; value-in-cultural-context; and co-construction of context. Based on this, the authors point toward directions for future research.

The proposed framework points researchers and managers toward an extended context that is reproduced through the co-creation of value and influences evaluations of experience. Empirical research is needed to provide evidence of the proposed framework and further extend the understanding of dynamic social and cultural contexts.

The findings of this study provide a broader scope of context and identify additional social and cultural factors for managers to consider in their efforts to enhance customer experiences.

Traditional views of markets limit the context of experience to firm-customer encounters or consumer-centric practices and processes. This paper extends the context of experience to consider the practices and perspectives of multiple actors and various views on value.

Service ecosystems are becoming an important domain of joint value creation and resource integration, and the literature in the field is burgeoning. The recent growth in the literature warrants consolidating the findings of the existing literature, summarizing the recent development and identifying avenues for more impactful future research on the topic. This study aims to map the service ecosystems research domain and synthesize insights by integrating qualitative content analysis with quantitative data analysis.

This paper uses algorithmic bibliometric review (quantitative) with VOSviewer and R-package and content analysis (qualitative) on 119 service ecosystems papers published between 2003 and 2020.

The bibliometric analysis uncovers the critical research domains, knowledge trajectories, influential authors and journals and author networks in the field. The content analysis identifies the four most important research themes (value creation, change triggers, strategic and entrepreneurial action and institutional embeddedness and agency) and provides an integrative view of the dynamics among these themes. The authors also find the need for more empirical and theory grounded research around these four themes. Furthermore, based on the review, the authors discuss the disciplinary identity of the service ecosystems field and suggest interesting future research opportunities, along with ideas for useful empirical approaches and theoretical extensions.

This study’s comprehensive analysis offers an overview of the evolution and identity of the service ecosystems research and identifies several promising opportunities for future research on service ecosystems.

The increased digital interactions in the B2B industry have enhanced the importance of customer engagement as a measure of firm performance. This study aims to map and analyze temporal and spatial journeys for customer engagement in B2B markets from a bibliometric perspective.

The extant literature on customer engagement research in the B2B context was analyzed using bibliometric analysis. The citation analysis, keyword analysis, cluster analysis, three-field plot and bibliographic coupling were used to map the intellectual structure of customer engagement in B2B markets.

The research on customer engagement in the B2B context was studied more in western countries. The analysis suggests that customer engagement in B2B markets will take centre stage in the coming times as digital channels make it easier to track critical metrics besides other key factors. Issues like digital transformation, the use of artificial intelligence for virtual engagement, personalization, innovation and salesforce management by leveraging technology would be critical for improved B2B customer engagement.

The study provides a comprehensive reference to scholars working in this domain.

The study makes a pioneering effort to comprehensively analyze the vast corpus of literature on customer engagement in B2B markets for business insights.

This study takes a divergent approach to exploring which construct is more predictive of patient satisfaction (SAT) in a service dominant economy within the context of a healthcare setting.

Applying a critical analysis of literature, a service value (SV) model for customer SAT is proposed in this study, which is validated and confirmed with survey data from outpatients at Moorfields Eye Hospital – a world class specialist hospital based in the UK.

Quality of service had the strongest impact on SV but SV had the strongest impact and mediation effect on patient SAT.

The study concludes that since SV rather than quality of service is more predictive of patient SAT, health service providers should focus more on SV in addition to quality of service, if they are to meet the dynamic expectations of their patients.

Health service providers should focus more on SV in addition to quality of service, if they are to meet the dynamic expectations of their patients.

This poses a strong argument in favour of a paradigm shift in focus from quality of service-based model to service value-based model for greater patient satisfaction.

This is the first study exploring the inter-relationship of four constructs of patient SAT within the context of a leading major UK healthcare hospital service.

This study aims to refine the concept of value applied to value co-creation (VCC) by adding religious values. The concept of religious value co-creation (RVCC) is offered because the concepts of value and VCC that have been explored by previous researchers have not touched transcendental values or divine values. So far, the concept of value and VCC onlyfocused on transactional motives with worldly goals but had not succeeded in fulfilling religious needs. The literature review on the concept of value and VCC was carried out from 1990 to 2020, especially regarding the dimension of value creation.

A qualitative method was used to review articles related to the purpose of this study. Harzing’s Publish or Perish application is used to filter relevant articles as data sources. The selected articles only involved databased from Scopus (97 articles) and Google Scholar (115 articles). After going through a rigorous selection, seven articles were successfully analyzed.

The results of the analysis show that the concept of value only emphasizes business values and does not yet have religious values, especially Islamic values.

Future studies can be developed by examining the relationship between RVCC and its antecedent and consequence variables.

This study fills the theoretical gap and provides new insight into the concept of value, especially VCC by adding religious values. This research contributes to the development of the concept of value and VCC so that the two concepts become more holistic. Religious value is urgent to be considered, especially when the organization offers products based on religion and becomes one of the uniqueness that is not easily imitated. This uniqueness is believed to be able to bring about strong differentiation through superior values that have touched the level of non-transactional motives. For organizations that offer products with a religious basis, this differentiation is urgent to create.