Service Research Priorities in a Rapidly Changing Context
Abstract
The context in which service is delivered and experienced has, in many respects, fundamentally changed. For instance, advances in technology, especially information technology, are leading to a proliferation of revolutionary services and changing how customers serve themselves before, during, and after purchase. To understand this changing landscape, the authors engaged in an international and interdisciplinary research effort to identify research priorities that have the potential to advance the service field and benefit customers, organizations, and society. The priority-setting process was informed by roundtable discussions with researchers affiliated with service research centers and networks located around the world and resulted in the following 12 service research priorities:
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stimulating service innovation,
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facilitating servitization, service infusion, and solutions,
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understanding organization and employee issues relevant to successful service,
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developing service networks and systems,
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leveraging service design,
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using big data to advance service,
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understanding value creation,
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enhancing the service experience,
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improving well-being through transformative service,
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measuring and optimizing service performance and impact,
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understanding service in a global context, and
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leveraging technology to advance service.
For each priority, the authors identified important specific service topics and related research questions. Then, through an online survey, service researchers assessed the subtopics’ perceived importance and the service field’s extant knowledge about them. Although all the priorities and related topics were deemed important, the results show that topics related to transformative service and measuring and optimizing service performance are particularly important for advancing the service field along with big data, which had the largest gap between importance and current knowledge of the field. The authors present key challenges that should be addressed to move the field forward and conclude with a discussion of the need for additional interdisciplinary research.
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Biographies
Amy L. Ostrom is PetSmart Chair in Service Leadership and professor of Marketing at the W. P. Carey School of Business at Arizona State University. She is the research director for ASU’s Center for Services Leadership. She received her PhD from Northwestern University. Her research focuses on issues related to service including the relationship between service and well-being (Transformative Service Research), customers’ evaluation and adoption of services, and customers’ roles in creating service outcomes. Her work has appeared in a number of journals including the Journal of Marketing, the Journal of Consumer Research, and the Journal of Service Research.
A. Parasuraman is professor and holder of the James W. McLamore Chair in Marketing at the School of Business, University of Miami. His research focuses on service quality assessment and improvement, service innovation, service productivity, and technology’s role in marketing to and serving customers. He has published extensively in leading scholarly journals, written a textbook on marketing research, and coauthored a number of research monographs and three business books. He is affiliated with several service research centers around the world and is a frequent speaker at international conferences.
David E. Bowen is G. Robert and Katherine Herberger Chair in Global Management, Thunderbird School of Global Management at Arizona State University. He received his PhD from Michigan State University. His research focuses on the role of employees in service and on the linkages between HRM practices, organizational climate, and customer outcomes. He received the Christopher Lovelock Career contributions to the Services Discipline Award from the AMA Services Marketing SIG and is an associate editor for the Journal of Service Research. His work has been published in a number of journals, including Academy of Management Review, Journal of Applied Psychology, and Journal of Service Research.
Lia Patrício (BS, MBA, and PhD from University of Porto) is assistant professor in the Faculty of Engineering at the University of Porto. Her research focuses on Service Design and Customer Experience, particularly the design of Technology Enabled Services, Complex Service Systems and Value Networks. She is currently the coordinator of the Service Design for Innovation—Marie Curie European Training Network. Her research has been published in the Journal of Service Research, Journal of Service Management, Engineering Design Journal, among others.
Christopher A. Voss is professor of Operations Management Warwick Business School and Emeritus Professor of Management Science and Operations at London Business School. He has researched and written extensively in the area of service operations. His recent research has included experience-centric services, service architecture and modularity, e-services, globalization of services, and service innovation. His research has been published in Journal of Service Research, Journal of Operations Management, Production and Operations Management, the Journal of Product Innovation Management, Decision Science Journal, International Journal of Operations and Production Management, and others.
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- The Role of Variety Engineering in the Co-creation of Value
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- Dienstleistungsentwicklung im digitalen Kontext – ein Plattformansatz
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- Introduction: Why Another Handbook?
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- On the Ethical Implications of Big Data in Service Systems
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- Development of a Lifelogs-Based Daily Wellness Score to Advance a Smar...
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- Identifying New PSS Concepts: the Product-Service Concept Tree
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- Editorial
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- Institutional types and institutional change in healthcare ecosystems
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- Service enterprise productivity in action: measuring service productiv...
- Sustainability-oriented service innovation: An emerging research field
- Comprendre l’interaction des patients membres d’une communauté virtuel...
- Innovation and competitive advantage creation
- Investigating the Impact of Customer Brand Identification on Hospitali...
- Understanding health care service quality in developing Latin America
- The Effects of Apologies for Service Failures in the Global Online Ret...
- Acceptance of Online Health Services for Self-Help in the Context of M...
- Company social networks: customer communities or supplementary service...
- Barriers to smart services for manufacturing companies – an explorator...
- Elevating Design in the Organization
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- Co-Creation from Consumer Resource Integration
- Disability and consumption: A state of the art
- The effect of service quality on customer satisfaction, loyalty, and h...
- Using Personal Data to Advance Preventive Healthcare Services
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- A Proposed Research Framework and Model for Service Prototyping
- Data-Driven Understanding of Smart Service Systems Through Text Mining
- The Fresh Start Mindset: Transforming Consumers’ Lives
- An exploratory study of value added services
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- The Dilemma of Service Productivity and Service Innovation...
- Customer Inconvenience and Price Compensation...
- A Customer Scorned...
- Modeling the customer satisfaction function: a two-country comparison
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- Are cynical customers satisfied differently? Role of negative inferred...
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- Examining positive and negative value-in-use in a complex service sett...
- Handicap et consommation : un état de l’art
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- Evaluating Services for a Better Design
- Value of Context-Awareness in Business Services
- Development of a Data-Driven Business Model Transformation Tool
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- Erstellung neuer Geschäftsmodelle für IKT-basierte, personenbezogene D...
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- A Knowledge-Based Framework for Service Management
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- m-WOM in a brand’s Facebook fan page
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- The productive service employee: personality, stress, satisfaction and...
- Exploring servitization in China
- Burdens of Access...
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- The Evolution and Prospects of Service-Dominant Logic...
- Why Do We Need Research on Value Co-destruction?
- Understanding omni-channel shopping value: A mixed-method study
- Constituents and consequences of smart customer experience in retailin...
- Smart technologies and shopping experience: Are gamification interface...
- Accelerating employee-related scholarship in service management
- Service innovations breaking institutionalized rules of health care
- Showcasing the diversity of service research
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- Exploring the managerial dilemmas encountered by advanced analytical e...
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- A bricolage perspective on service innovation
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- Service encounters, experiences and the customer journey: Defining the...
- The curious case of interdisciplinary research deficiency: Cause or sy...
- How much and when to innovate
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- The reconfiguration of service production systems in response to offsh...
- Mortality, morality and the marketplace: empathetic improvisation and ...
- The Internet of Things: Are you ready for what’s coming?
- Transformative Service Research as an Exemplar for Humanitarian I-O Ps...
- Sharing Data to Build a Medical Information Commons: From Bermuda to t...
- The use of gamification mechanics to increase employee and user engage...
- A multidimensional service-value scale based on Holbrook’s typology of...
- Does communicating the customer’s resource integrating role improve or...
- The MINDS Method...
- Driver Configurations for Successful Service Infusion
- Consumer-citizens mobilizing social capital following a natural disast...
- Online support for vulnerable consumers: a safe place?
- Commentary: vulnerable consumers in service settings
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- Hedonic and eudaimonic well-being outcomes from co-creation roles: a s...
- Dynamic multi-actor engagement in networks: the case of United Breaks ...
- Engagement platforms in the sharing economy
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- Where do you find loyalty in the contemporary university scene?
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- Transforming the Connected Car into a Business Model Innovation
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- Does big data analytics influence frontline employees in services mark...
- Evolution of modularity literature: a 25-year bibliometric analysis
- Exploring modularity in services: cases from tourism
- Solution providers’ strategic capabilities
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- Understanding the lifecycle of service firm business models: a qualita...
- Service Innovations in the Healthcare Service Ecosystem: A Case Study
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- Exploring the “black box” of customer co-creation processes
- Co-designing services with vulnerable consumers
- Marketing for Sustainability: Extending the Conceptualisation of the M...
- Online Reviewer Engagement: A Typology Based on Reviewer Motivations
- Value cocreation in service ecosystems
- Smile for a while: the effect of employee-displayed smiling on custome...
- Antecedents of social media usage and performance benefits in small- a...
- Special section: advancing customer experience and big data impact via...
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- The ‘Donor of the Future Project’ - first results and further research...
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- What causes imbalance in complex service networks? Evidence from a pub...
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- A multilevel consideration of service design conditions
- Give Away Your Digital Services
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- The importance of CSR in forming customer–company identification and l...
- Domo Arigato Mr. Roboto...
- Getting Smart...
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- The Future of Frontline Research: Invited Commentaries
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- Linking entrepreneurial orientation and small service firm performance...
- Introduction to Transformative Services
- Case Study 13: Wellbeing Through Travel: High Value-Low Impact Tourism...
- Framing the New Social–Service Innovation Mindset
- How Service Differentiation at the Store Level Impacts B2B Performance...
- Digital Services Development Using Statistics Tools to Emphasize Pollu...
- Involving Users in the Design of Sharing Economy Services
- Modellierung der Kundenintegration zur Simulation von Dienstleistungsp...
- Examining the influence of service additions on manufacturing firms' b...
- Service growth in product firms: Past, present, and future
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- Why is Empowerment Important in Big Data Analytics?
- Serving in a Social Media World - How to React Online to Negative Word...
- Engineering Value Co-Creation in Product-Service Systems
- Consumer Information Systems Research Agenda
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- Bruhn, Manfred/Hadwich, Karsten, Internationales Dienstleistungsmarket...
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- An Examination of Not-For-Profit Stakeholder Networks for Relationship...
- So that’s what the impact of IT innovation looks like? Examining the s...
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- Ten years of value cocreation: An integrative review
- The Transformative Consumer Research Movement
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- Developing smart commercial real estate: Technology-based self-service...
- Evaluation of a modelling language for customer journeys
- Triadic Value Propositions: When It Takes More Than Two to Tango
- Coordinating online health communities for cognitive and affective val...
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- Does the Nature of the Interaction Matter? Understanding Customer Chan...
- Innovation in service ecosystems—Breaking, making, and maintaining ins...
- Service Recovery: An Integrative Framework and Research Agenda
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- Organizational behavior in innovation, marketing, and purchasing in bu...
- The restorative potential of shopping malls
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- Evidence-based design and transformative service research for the heal...
- Employee Mere Presence and Its Impact on Customer Satisfaction
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- Testing Service Innovation: A Methodological Review of Video Experimen...
- Reverse resource exchanges in service supply chains: the case of retur...
- Editorial for the Special Issue on Business Development and Marketing ...
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- A cross-country study of service productivity
- Convenience and satisfaction: mediation of fairness and quality
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- Billions of impoverished people deserve to be better served
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- Reflections on the so-called value-free ideal
- Determinants of satisfaction with campus transportation services: Impl...
- 情報通信技術によるマーケティングの進化と新たな研究動向
- Designing Product Service Systems in the Context of Social Internet of...
- Data-driven Approach to New Service Concept Design
- Experience from a Modelling and Simulation Perspective in Smart Transp...
- Objectifying Value Co-creation – An Exploratory Study
- Service Innovation in Industrial Contexts
- Struggling at the Front Line: ICT and Service Innovation
- Service, Systems, and Science
- Synergies
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- Business Analysis of Digital Discourse for New Service Development: A ...
- Designing Institutional Complexity to Enable Innovation in Service Eco...
- Decisions in Mobility Service Networks -- Coordinating Demand and Supp...
- ICT-Enabled Service Innovation in Human-Centered Service Systems: A Sy...
- Services for the underserved: unintended well-being
- Transformative service research: research that matters
- Assessing customers’ perceived value of the online channel of multicha...
- Toward a service ecosystem perspective at the base of the pyramid
- Breaking new ground: base-of-pyramid service research
- Self-organising socio-technical description in service systems for sup...
- When good news is bad news: the negative impact of positive customer f...
- A self-determination theory perspective on customer participation in s...
- Resource integration in liminal periods: transitioning to transformati...
- Customer-dominant logic: foundations and implications
- Modes of service innovation: a typology
- Transformative Service Research...
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