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Applications of artificial intelligence (AI), such as virtual and physical service robots, generative AI, large language models and decision support systems, alter the nature of services. Most service research centers on the division between human and AI resources. Less attention has been paid to analyzing the entangled resource relations and interactions between humans and AI entities. Thus, the purpose of this paper is to extend our metatheoretical understanding of resource integration and value cocreation by analyzing different human–AI resource relations in service ecosystems.

The conceptual paper adapts a novel framework from postphenomenology, specifically cyborg intentionality. This framework is used to analyze what kinds of human–AI resource relations enable resource integration and value cocreation in service ecosystems.

We conceptualize seven different human–AI resource relations, namely background, embodiment, hermeneutic, alterity, cyborg, immersion and composite relation. The sociotechnical entangled perspective on human–AI resource relations challenges and reframes our understanding of interactions between humans and nonhumans in resource integration and value cocreation and the distinction between operant and operand resources in service research.

Our primary contribution to researchers and service providers is dissolving the distinction between operant and operand resources. We present two foundational propositions. 1. Humans and AI become entangled value cocreating resources in inherently sociotechnical service ecosystems; and 2. Human and AI entanglements in value cocreation manifest through seven resource relations in inherently sociotechnical service ecosystems. Understanding the combinatorial potential of different human–AI resource relations enables service providers to make informed choices in service ecosystems.

The purpose of this investigation is to gain insight into parents' perceptions of benefits vs burdens (value) of educational and healthcare service received for their child with ASD. Parents are the main integrators of long-term educational and healthcare service for their child with ASD.

Design/methodology/approach included (1) a sentiment analysis of discussion forum posts from an autism message board using a rule-based sentiment analysis tool that is specifically attuned to sentiments expressed in social media and (2) a qualitative content analysis of one-on-one interviews with parents of children diagnosed with ASD, complemented with interviews with experienced educators and clinicians.

Findings reveal the link between customized service integration and long-term benefits. Both parents and service providers emphasize the need to integrate healthcare and educational service to create holistic long-term care for a child with ASD. Parents highlight the benefits of varied services, but availability or cost are burdens if the service is not publicly provided, or covered by insurance. Service providers' lack of experience with ASD and people's ignorance of the challenges of ASD are burdens.

Ensuring health outcomes for a child with ASD requires an integrated service system and long-term, customer-centric service process because the scope of service covers the child's entire childhood. Customized educational and healthcare service must be allocated and budgeted early in order to reach the goal of a satisfactory service output for each child.

This is the first service research to focus on parents' challenges with obtaining services for their child with ASD. This paper provides service researchers and managers insight into parents' perceptions of educational and healthcare service value (i.e. benefits vs. burdens) received for their child with ASD. These insights into customer-centric perceptions of value may be useful to research and may help service providers to innovate and provide integrated service directly to parents, or indirectly to service providers, who serve children with ASD.

The purpose of this paper is to synthesize findings from health care research with those in service research to identify key conceptualizations of the changing role of the health care customer, to identify gaps in theory, and to propose a compelling research agenda.

This study combines a meta-narrative review of health care research, and a systematic review of service research, using thematic analysis to identify key practice approaches and the changing role of the health care customer.

The review reveals different conceptualizations of the customer role within the ten key practice approaches, and identifies an increased activation of the role of the health care customer over time. This change implies a re-orientation, that is, moving away from the health care professional setting the agenda, prescribing and delivering treatment where the customer merely complies with orders, to the customer actively contributing and co-creating value with service providers and other actors in the ecosystem to the extent the health care customer desires.

This study not only identifies key practice approaches by synthesizing findings from health care research with those in service research, it also identifies how the role of the health care customer is changing and highlights effects of the changing role across the practice approaches. A research agenda to guide future health care service research is also provided.

The collective, interactive aspects of service experience are increasingly evident in contemporary research and practice, but no integrative analysis of this phenomenon has been conducted until now. The purpose of this paper is to conceptualize service experience co-creation and examines its implications for research and practice.

To map the multi-approach research area of service experience co-creation, the study draws on literature in the fields of service management, service-dominant logic and service logic, consumer culture theory, and service innovation and design, together with invited commentaries by prominent scholars.

A conceptualization is developed for “service experience co-creation,” and multiple dimensions of the concept are identified. It is postulated that service experience co-creation has wider marketing implications, in terms of understanding experiential value creation and foundational sociality in contemporary markets, as well as in the renewal of marketing methods and measures.

The authors call for cross-field research on service experience, extending current contextual and methodological reach. Researchers are urged to study the implications of increasing social interaction for service experience co-creation, and to assist managers in coping with and leveraging the phenomenon.

For practitioners, this analysis demonstrates the complexity of service experience co-creation and provides insights on the aspects they should monitor and facilitate.

As the first integrative analysis and conceptualization of service experience co-creation, this paper advances current understanding on the topic, argues for its wider relevance, and paves the way for its future development.

The purpose of this paper is to examine customers’ use experiences in a smartphone application (app) context. Apps have emerged as popular tools among marketing practitioners. In service research, however, smartphone apps, and their customers’ use experiences, have received limited attention.

This paper provides a conceptual overview and draws on an empirical two-phase study comprising diary narratives of using a specific app and semi-structured interviews on the use of multiple apps by app users.

Results show that indirect use experiences play an important role in the holistic service experience. Compared with direct experiences, indirect use experiences do not require the actual use of apps or direct contact with the user. Also the context, such as the time and location of app use, is important for both direct and indirect use experience.

This paper highlights indirect use experiences as a vital component of service experiences and encourages researchers not to restrict use experiences to direct use only. Indirect use experiences enable managers to gain deep insights into the everyday use experiences of current and potential customers.

First, previous research on service experience has mainly focused on direct use experiences. This study highlights that indirect use experiences are an important part of the service experience. Second, to the best of the authors’ knowledge, this research is the first attempt to investigate the use experiences of smartphone apps in a service marketing context.

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.

The purpose of this paper is to distinguish experiences from practices and relate this distinction to current developments in value research within service‐dominant (S‐D) logic and the broader service domain.

The paper provides a conceptual overview of how experiences and practices have been characterized in the literature to date, how they differ from each other, and if and where they intersect. Following this, the epistemological and methodological differences between practices and experiences are illustrated using narrated experiences and practical observations of car‐washing.

While practices are primarily routinized patterns of behaviour, experiences focus more on individuals' value determinations in different contexts. Thus, different types of methodology are needed to observe customers' behaviour in value‐creating practices and interpret customers' sense making of value experiences.

Both phenomenological value experiences and value co‐creation practices contribute to value research: while practices are the shared possession of the collective, internal and individual differentiation is included in practices. Practices may change or evolve over time, possibly resulting in improved value outcomes or experiences. Opportunities and challenges should be considered by value researchers including the temporal nature of practices and experiences, evidence about value, and the intersubjectivity of social relations.

To better facilitate individual experiences and collective practices, service providers need to understand both experiences and practices in order to co‐create value with individuals and their networks.

This study is the first systematic attempt in service research to present an analysis of the distinction between experiences and practices, and to analyze the relevance of this distinction for value research.

The purpose of this paper is threefold: to introduce a practice-based framework designed to integrate and deepen our understanding of how individuals co-create service experience practices; to identify co-creating service experience practices; and to provide a compelling agenda for future research, and offer practical strategies to enhance co-created service experiences. Accordingly, we extend practice theory, building on Kjellberg and Helgesson’s (2006) practice-based framework for markets by integrating Holt’s (1995) consumer practices and social capital-based practices (Gittell and Vidal, 1998; Woolcock, 2001).

The authors interpretive analysis draws on naturalistic observations carried out over 18 months, supplemented with 35 interviews (17 with residents, and 18 with staff) and a diary study of nine non-management staff (including nursing staff, kitchen and cleaning staff and administrative staff) at a residential aged care facility.

This paper offers a new conceptualization of service experience. Rather than viewing service experiences as dyadic, designed and produced by the firm for the customer, the authors conceptualize service experience as dynamic, experiential, relational activities and interactions, thus highlighting the collective, collaborative, evolving and dynamic nature of service experience.

Building on McColl-Kennedy et al.’s (2012) foundational work, the authors articulate three distinct types of practices that characterize service experiences. We extend practice theory offering an integrative practice-based framework consistent with our practice-based conceptualization of service experience. Based on the service ecosystem metaphor and drawing parallels and contrasts with an ant colony, the authors provide a co-created service experience practices (CSEP) framework comprising: representational practices – assimilating, producing and personalizing; normalizing practices – bonding, bridging and linking; and exchange practices – accounting (searching and selecting), evaluating (sorting and assorting), appreciating, classifying (displaying objects and demonstrating collective action, and play (communing and entertaining). Our CSEP framework integrates three theoretical frameworks, that of Kjellberg and Helgesson’s (2006) market practices framework, Holt’s (1995) consumer practices and social capital-based practices (Gittell and Vidal, 1998; Woolcock, 2001), to yield a deeper explanation of co-created service experience practices.

It is clear from our observations, interviews with residents and staff, and from the diary study, that customers co-create service experiences in many different ways, each contextually determined. In some cases the customers are well equipped with a wide array of resources, integrated from exchanges with other customers, staff, friends and family and from their own resources. In other cases, however, few resources are integrated from few sources. Importantly, the authors found that some staff are willing and able to offer an extensive range of resources designed to complement the customers’ own resources to help facilitate the service experience. We offer a seven-point practical plan designed to enhance service experiences.

The authors work contributes theoretically and practically in four important ways. First, the authors provide a critical analysis of prior service experience conceptualizations. Second, consistent with the conceptualization that service experiences are dynamic, experiential, relational activities and interactions developed with the customer and potentially other actors, including for example, other customers, organizations, and friends and family, we draw parallels and contrasts with a biological ecosystem and offer a co-created service experience practices (CSEP) framework designed to integrate and deepen the understanding of co-created service experiences and extend practice theory. Third, the authors provide managerial implications, including a seven-point practical plan. Finally, the authors offer a research agenda to assist further theory development.