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Science fiction analogies have been shown to be an effective vehicle for disseminating scientific knowledge and building a better understanding of scientific principles. Toward this end, this study aims to use the Star Trek universe as a lens in an effort to remove barriers to understanding the science of service research.

This study synthesizes research on using science fiction narratives in sparking dialogue within and beyond scientific communities, draws parallels between the Star Trek universe and the service research domain and uses these insights to identify pertinent ways forward.

In the service research domain, science fiction analogies and dramaturgical metaphors can challenge researchers to reflect beyond the domain’s traditional boundaries. In fact, the Star Trek universe lends itself as visionary backdrop to assess leadership principles, understand the evolution of scientific paradigms and inspire future service research.

This article contributes to the service research literature by introducing the notion of drawing on science fiction analogies to facilitate key dialogues in a scientific context and demonstrates how such analogies can be used to provide guidance in moving the service research discipline forward.

In spite of offering clear benefits and increased availability, relatively few service research studies rely on eye-tracking. Therefore, this paper aims to assist service researchers in harnessing the vast capabilities of eye-tracking technologies and methods for their own inquiries.

In addition to systematically reviewing extant research in the service domain and the wider marketing field with respect to the fundamentals and practices of eye-tracking, this paper presents a concise, empirical eye-tracking demonstration. These contributions suggest future outlooks for how to incorporate eye-tracking more effectively in service research.

The systematic literature review informs a comprehensive framework for integrating eye-tracking in service research that comprises research question focus regarding higher-order psychological constructs of interest, appropriate study settings, sample composition, optimal eye-tracking equipment and operationalization considerations.

By establishing a common ground and recommended uses of eye-tracking for service research, this study equips service scholars with the knowledge they need regarding eye-tracking fundamentals, common practices and future outlooks. A simple, empirical example further demonstrates some options for unlocking the unique capabilities of eye-tracking in service research and uncovering the complexities inherent to service experiences and other core service concepts.

This paper compiles and contextualizes insights from existing eye-tracking research, which it uses to draw important lessons for deploying eye-tracking in service domains.

Artificial intelligence–enabled voice assistants (VAs), such as Amazon's Alexa, Google Assistant, and Apple's Siri, are available in smartphones, smart speakers, and other digital devices and channels. Use of these VAs is growing rapidly and are expected to significantly impact purchase intentions. This article focuses on how the communications enabled and provided by these VAs influence VA evaluations and usage intentions, contingent on the stage of the customer journey.

This paper builds from work on VAs, work on artificial intelligence (AI) and work on communications, to offer a comprehensive and up-to-date understanding of how VA evaluations and usage intentions may be impacted by the communications from VAs, contingent on the stage of the customer journey.

This paper proposes a model for VA enabled communications impact VA evaluations. It builds from work on VAs, AI, communications, and customer journey management. In the proposed model, VA evaluations are not only impacted by source, message and recipient characteristics (per prior communication models), but also by (1) VA/AI specific features, like perceptions of humanness and perceptions of artificiality, and (2) stage of the customer journey.

This paper provides guidance to firms, as regards how VA communications may influence VA evaluations and usage intentions. As an initial conjecture, (1) increasing perceptions of humanness, (2) decreasing perceptions of artificiality (3) a better fit between communications style (e.g. abstract vs concrete), and request type (e.g. transactional vs informational) (4) a better fit between VA communications (e.g. information vs banter), and consumer perceptions of the VA (servant vs partner) and (5) a better fit between VA communications and the stage of the customer journey may positively influence VA evaluations and VA usage intentions.

This paper provides a fresh look at the impact of VA communications, clarifying how such communications impact VA evaluations and usage intentions at various stages of the customer journey.

Service robots can offer benefits to consumers (e.g. convenience, flexibility, availability, efficiency) and service providers (e.g. cost savings), but a lack of trust hinders consumer adoption. To enhance trust, firms add human-like features to robots; yet, anthropomorphism theory is ambiguous about their appropriate implementation. This study therefore aims to investigate what is more effective for fostering trust: appearance features that are more human-like or social functioning features that are more human-like.

In an experimental field study, a humanoid service robot displayed gaze cues in the form of changing eye colour in one condition and static eye colour in the other. Thus, the robot was more human-like in its social functioning in one condition (displaying gaze cues, but not in the way that humans do) and more human-like in its appearance in the other (static eye colour, but no gaze cues). Self-reported data from 114 participants revealing their perceptions of trust, anthropomorphism, interaction comfort, enjoyment and intention to use were analysed using partial least squares path modelling.

Interaction comfort moderates the effect of gaze cues on anthropomorphism, insofar as gaze cues increase anthropomorphism when comfort is low and decrease it when comfort is high. Anthropomorphism drives trust, intention to use and enjoyment.

To extend human–robot interaction literature, the findings provide novel theoretical understanding of anthropomorphism directed towards humanoid robots.

By investigating which features influence trust, this study gives managers insights into reasons for selecting or optimizing humanoid robots for service interactions.

This study examines the difference between appearance and social functioning features as drivers of anthropomorphism and trust, which can benefit research on self-service technology adoption.

This paper aims to assess the effect of narrative transportation, portrayed action and photographic style on viewers’ likelihood to comment on posted consumer photos.

Integrating visual semiotics and experiments, this research examines the influence of consumer photos on viewers’ likelihood to comment on the visualised narrative. One pilot, three experimental and a content analysis involve photos varying in their narrative perspective (selfie vs elsie) and portrayed content (no product, no action or directed action). The authors also test for the boundary condition of the role of the photographic style (snapshot, professional and “parody” selfie) on the likelihood to comment on consumer photos.

Viewers are more likely to comment on photos displaying action. When these photos are selfies, the effect is exacerbated. The experience of narrative transportation – a feeling of entering a world evoked by the narrative – underlies this effect. However, if a snapshot style is used (primed or manipulated) – namely, the photographic style appears genuine, unconstructed and natural – the superior effect of selfies disappears because of greater perceived silliness of the visualised narrative.

Managers should try to motivate consumers to take selfies portraying action if their aim is to encourage electronic word-of-mouth.

Organisations can effectively use consumer photos portraying consumption for educational purpose (e.g. eating healthfully and reducing alcohol use).

This research links consumer photos and electronic word-of-mouth and extends the marketing literature on visual narratives, which is mainly focused on company rather than user-generated content.

Buyers and suppliers often perceive relationship governance mechanisms, such as trust and contractual fairness, in different ways. These differences in perception create an extra layer of complexity that is often ignored in the extant literature. This study adds to the understanding of how perceived asymmetries in trust and contractual fairness, two key relationship governance mechanisms, impact relational rents. This study also analyzes how boundary spanners aid managers to deal with these perceived asymmetries.

Based on survey data of 103 buyer–supplier dyads from a single global manufacturer of industrial equipment, the authors test hypotheses of perceived asymmetries in trust and contractual fairness, as well as the moderating effect of boundary spanners, on relational rents.

This research challenges the belief that asymmetries negatively impact or lead to unstable buyer–supplier relationships. Furthermore, it explains how preferential treatment and length of the relationship could reduce the impact of asymmetric perceptions.

This study stresses that open communication, which considers different viewpoints, helps to overcome the negative differences in attitude and perception. In addition, the authors found that long-term relationships seem to be far more resilient in dealing with asymmetries and that preferential treatments are best applied in (approximately) symmetric relationships in terms of contractual fairness.

While studies on buyer–supplier relationships often assume symmetric perceptions of governance mechanisms, asymmetric perceptions are far more prominent in reality. This study aims to improve one’s understanding of the impact of these asymmetries as well as how boundary spanners can affect these perceptions.

This research aims to investigate the role of consumer resistance (CR), display advertising context, appeal and type of exposure for the successful launch of a brand into a new market.

To accomplish this goal, two experiments manipulated the digital context of advertising (congruent vs. incongruent), the advertising appeal (emotional vs. informative) and the type of exposure (incidental vs. forced) using an energy drink brand. In Study 1, data were collected from 80 participants using eye-tracking and an online questionnaire. In Study 2, a total of 138 participants visited a website with the targeted display ad and responded to an online questionnaire.

Overall, the results of two studies show that the relationship between CR and display advertising effectiveness is moderated by the advertising context and advertising appeal in incidental exposure, whereas only the advertising context moderates this relationship in forced exposure when launching a brand into a new market. Moreover, the study illustrates the importance of collecting subjective and objective data in advancing the knowledge and understanding of interactive marketing communications such as display advertising.

The study is a novel attempt within the well-established realm of interactive marketing and, specifically, of digital advertising to examine the persuasive effects of display ad features such as the context, appeal and exposure on display ad effectiveness, considering consumers' predispositions such as resistance to change.

This paper aims to examine a core member-customer threat in co-operatives (co-ops) by drawing from ostracism research, assessing co-op ostracism’s impact on critical membership and relational exchange outcomes and discussing why relationship marketing research needs to pay more attention to the overlooked role of implicit mistreatment forms in customer harm-doing.

Three studies were conducted. In Study 1, ostracism in co-ops was explored, and a measurement scale for co-op ostracism was developed. In Study 2, the core conceptual model was empirically tested with data from members of three different co-ops. In Study 3, a coping strategy was integrated into an extended model and empirically tested with a new sample of co-op members.

Ostracism is present in co-ops and “poisons” crucial relational (and membership) outcomes, despite the presence of other relationship-building or relationship-destroying accounts. Coupling entitativity with cognitive capital attenuates ostracism’s impact.

Inspired by co-ops’ membership model and inherent relational advantage, this research is the first to adopt a co-op member-customer perspective and shed light on an implicit relationship-destroying factor.

Co-op decision makers might use the diagnostic tool developed in the paper to detect ostracism and fight it. Moreover, a novel coping strategy for how co-ops (or other firms) might fend off ostracism threats is offered in the article.

The present study illuminates a dark side of a relationally profuse customer context, painting a more complete picture of relationship marketing determinants. Little attention has been given to ostracism as a distinct and important social behaviour in marketing research and to co-ops as a research context.

The Internet is changing the way that companies carry out their business and, in fact, constitutes an entirely new application domain, which makes product innovation possible. Moreover, it is a new medium for reaching consumers, which is a central preoccupation to organisations in the current business market. Here interest lies in video chatting on the Internet. This is a type of service that adds video support to chatting using a Web cam and is gradually attracting more Internet users. The paper consists of a market feasibility study evaluating the potential commercialisation of a software program that enables the “cutting away” of the chatters from the original background filmed by the Web cam, and later re‐integrates them into a new background. The software program could, therefore, be interesting for advertising companies.

Service robots are now an integral part of people's living and working environment, making service robots one of the hot topics for service researchers today. Against that background, the paper reviews the recent service robot literature following a Theory-Context-Characteristics-Methodology (TCCM) approach to capture the state of art of the field. In addition, building on qualitative input from researchers who are active in this field, the authors highlight where opportunities for further development and growth lie.

The paper identifies and analyzes 88 manuscripts (featuring 173 individual studies) published in academic journals featured on the SERVSIG literature alert. In addition, qualitative input gathered from 79 researchers who are active in the service field and doing research on service robots is infused throughout the manuscript.

The key research foci of the service robot literature to date include comparing service robots with humans, the role of service robots' look and feel, consumer attitudes toward service robots and the role of service robot conversational skills and behaviors. From a TCCM view, the authors discern dominant theories (anthropomorphism theory), contexts (retail/healthcare, USA samples, Business-to-Consumer (B2C) settings and customer focused), study characteristics (robot types: chatbots, not embodied and text/voice-based; outcome focus: customer intentions) and methodologies (experimental, picture-based scenarios).

The current paper is the first to analyze the service robot literature from a TCCM perspective. Doing so, the study gives (1) a comprehensive picture of the field to date and (2) highlights key pathways to inspire future work.