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This commentary seeks to enable service researchers in the Middle East and Africa (MEA) regions and those in other regions to pursue service research that addresses the many difficult service system problems in the MEA.

This commentary is based on more than 40 years of service research experience and unique insights from a service research pioneer. The commentary addresses what service systems are and why they are important to human progress.

Three service wisdoms are offered to enable service researchers. Serving Human Needs focuses on the essential role of service because all human economies exist to serve human needs. It also provides the aspirational goal of improving human well-being by transforming service systems. The topic of Designing New Service Rules urges service researchers to design new service systems based on the win-win logic of mutualism. Collaborating With Each Other is the third service wisdom. With more than 7 billion humans living today, mutually beneficial collaborations are one of the best strategies for improving human well-being and the well-being of our crowded planet.

Practical ideas are offered for improving the human condition through collaboratively serving each other’s needs.

Because service systems are both nonmonetary and monetary solutions to human needs, their social implications are profound. Human life itself depends on service systems.

This commentary offers service researchers guidance in understanding services, in designing better services, and in pursuing collaborative solutions to service system problems.

A small group of pioneering founders led the creation and early evolution of the service research field. Decades later, this article shares timeless service wisdom from ten of those pioneering founders.

Bowen and Fisk specified three criteria by which to identify a pioneering founder. In total, 11 founders met the criteria (Bateson, Berry, Bitner, Brown, Chase, Edvardsson, Grönroos, Gummesson, Parasuraman, Schneider and Zeithaml) and were invited to join Bowen and Fisk – founders that also met the criteria as coauthors. Ten founders then answered a set of questions regarding their careers as service scholars and the state of the field.

Insightful reflections were provided by each of the ten pioneering founders. In addition, based on their synthesis of the reflections, Bowen and Fisk developed nine wisdom themes for service researchers to consider and to possibly act upon.

The service research field is in its fifth decade. This article offers a unique way to learn directly from the pioneering founders about the still-relevant history of the field, the founders' lives and contributions as service scholars and the founders' hopes and concerns for the service research field.

This tribute to Dr Pierre Eiglier, who passed in February 2020, was prepared for the “17th International Research Conference in Service Management 2022” in La Londe les Maures, France. Tribute is defined as, “an act, statement, or gift intended to show gratitude, respect, or admiration”.

Sampled Pierre's publications; consulted the 1993 Journal of Retailing “Special Services Issue” on the evolution of the field; collected reflections from another founder and two of Pierre's former doctoral students who have helped co-chair the La Londe conference and drew from my own interactions with Pierre over the years at La Londe.

In the mid-1970s, Pierre was one of the first to specify the unique characteristics of services vs products, and the implications and introduced, with Eric Langeard, the “servuction” (service production) model, highlighting customer participation in the servuction process and determinants of the service experience. Pierre continually applied a synthesis of systems thinking, researcher–practitioner interaction, and interdisciplinary/cross-functional perspectives.

Pierre's contributions came at a time when marketing practice was geared largely toward products/goods, yet the service sector was growing. Pierre's pioneering framing, along with other founders, of service attributes, service models, and the service experience had much-needed implications for services marketing practice.

This detailed tribute to a service field founder is, regrettably, quite original; too rare. There is value in revisiting these founding contributions which often were broader and more interdisciplinary in perspective than now.

This article examines the history of social work research within the UK from a perspective of evidence‐based practice, as originally advocated in the 1990s. It reviews the progress made to date in relation to the use of experimental studies in the field of children and families, and the reasons why this remains limited. It sets this in the broader context of evidence‐based practice and the education and training of qualifying and post‐qualifying social workers, including postgraduate training.

This study aims to develop a comprehensive, theoretically grounded framework of customer-to-customer interaction (CCI) management, by revisiting three older services marketing models: the servuction model, the services marketing triangle and the services marketing pyramid.

Noting the lack of theoretical frameworks of CCI management, this study adopts a problematization approach to identify foundational services marketing models, question their underlying assumptions, develop an alternative conceptual framework and evaluate its adequacy for CCI management, on the basis of a systematic literature review and content analyses.

By revisiting the assumptions underlying three relevant models in the light of the present-day, technology-infused service environment, this study proposes a four-triangle CCI management framework encompassing four specific modes of CCI management: managerial decisions by the firm; frontline employees; the design of the physical environment; and technology. Furthermore, this study emphasizes the triadic relationships involving the focal customer, other customers and the four modes of CCI management. Building on these findings, this study concludes with an extensive research agenda.

To the best of the authors’ knowledge, this study represents the first scholarly effort in services marketing literature to provide a comprehensive, theoretically grounded framework of CCI management. With its basis in foundational models, the new framework is well-suited to address future challenges to service marketplaces too.

This paper reports on the development of Aqua Universitas ‐ Anglian Water’s University of Water ‐ and the Company’s journey towards wisdom creation. It supports the Company’s vision of “creating and sustaining knowledge for sustainable water management”. This vision draws on the work done by Nonaka and Takeuchi and recognizes different kinds of knowledge and methods of knowledge transfer. Aqua Universitas will enable Anglian Water to have the best people, teams and organization to provide the best service ‐ through wisdom creation and exploitation.

The authors seek to propose the notion of ubiquitous proximity e‐service for exploring collective wisdom in the ubiquitous environment. Ubiquitous proximity e‐service highlights the collective effort focused on collecting the user group's power as the reference for ubiquitous trust decisions.

This paper provides some theoretical utility support for ubiquitous proximity e‐service. The “homophily” describes the tendency of individuals to associate and bond with similar others. By highlighting the “homophily” of e‐service participants, these isolated individuals can be treated as a group with proximity. The main value of ubiquitous proximity e‐service utilizes the network effect from the collective effort of interpersonal social network.

In order to leap the trust barrier for users to embrace these ubiquitous e‐services, ubiquitous proximity e‐service makes it possible for users to collaborate with their nearby user groups to establish a reliable and trustworthy interaction environment. The simulation outcomes for trust decision quality enhancement show a significant improvement in a variety of environment settings.

A significant value of ubiquitous proximity e‐service lies in the increased possibility of establishing innovative social network relationships. From the interpersonal perspective, unfamiliar strangers can make connections with individuals who are proximal and homoplastic to them. The strength of proximity gives people better chances to make interpersonal connections, including both weak ties and strong ties. By combining those interpersonal tie relationships, ubiquitous proximity e‐service can easily cause information diffusion and effectively encourage collective wisdom.

The paper advocates the utility of ubiquitous proximity e‐service that can be realized in the e‐commerce environment and which enables information diffusion effectively.

The aim of this paper is to define a framework for public information services in the twenty‐first century, as a means to address some arguments that are put forward in the debate on the obsoleteness of public information services in the age of the internet.

The paper discusses theoretical concepts on the function of information in modern democracy, followed by analysis of two foremost models of seeking knowledge, “the wisdom of crowds” and “expertise”, the different kinds of questions both forms apply to, the kind of knowledge the different models result in, and the application of the findings from that analysis in the information services environment.

The function of information in a modern democracy still applies today. Information is a means to allow citizens to make informed decisions in the democratic process. The debate on the proper way to provide functional information services in modern democracy is roughly divided between two “schools of thought”. One of them puts the model of “the wisdom of crowds” forward, and sees information technology as the final answer to all questions. The other relies on expertise, which is paramount in classic information services. The conclusion of this paper is that, where not all (research) questions yield to knowledge derived from the wisdom of crowds, there is a true need for information services that specialize in providing information produced by experts. As no other party provides that, public information services should commit themselves to playing a central role in society in providing expert information.

The main value of the paper is comprehensive analysis of the widespread claim that free information on the internet is the end to all means, providing all knowledge at the fingertips. It provides arguments to put forward in debates on the value of public information services.

The present study aimed to predict department heads' wisdom in Tehran universities based on their metacognitive beliefs and gender.

The study employed a nonexperimental design. The statistical population consisted of all male and female heads of departments in Tehran universities, among whom 150 participants were selected using Morgan's table and via the random sampling method. The research instruments were the Meta-Cognitive Beliefs Questionnaire (Wells, 1997) and the Wisdom Scale (Schmit et al., 2012). The data were analyzed using multiple regression analysis and independent-samples t-test.

The total scores of male and female principals were significantly different in the two scales and some of their subscales. The metacognitive beliefs scale and its components were good and significant predictors of the principals' wisdom. Cognitive self-awareness was the best positive predictor, and positive beliefs about worries were the best negative predictor for their wisdom.

Wise department heads are usually more empathetic, and this makes their decisions for the well-being and satisfaction of their colleagues as well as the students. Therefore, when faculty members are more satisfied and relaxed, they can do their teaching better and establish more effective relationships with their students. They should also be more motivated to do scientific research studies. Because wise managers are happier and more relaxed, they can focus more on solving educational problems in their department, and this, in turn, improves the educational quality of their department. The higher the quality of the university educational system, the less stress and the more mental health the students will have. Students in such educational environments are more focused on learning courses and gain better expertise. These students will provide more specialized services to the community in the future.

Wisdom is associated with better contributing to a happy life, and as a result, we have a healthier and more productive society.

It can be concluded that positive metacognitive knowledge, such as cognitive self-awareness via affecting the principals' mental awareness and regulating thoughts, and negative metacognitive experiences, such as worrying about the future, low meta memory and sensitive-obsessive control negatively affecting their affective and cognitive states, affect the principals' decisions and behaviors in educational settings. According to the results of this research, university presidents can hold workshops to increases metacognitive skills to their administrators and teachers. Also, the results of the present study can help the heads of university departments to establish more constructive and effective relationships with the faculty members and students by strengthening their metacognitive skills.

The purpose of this paper is to create a managerial framework for selecting the most effective bank advertisement appeal for different financial services. Financial services were classified based on the FCB grid: high/low involvement and think/feel decision.

The data were collected from 62 banks with content analysis based on 1,514 unique print advertisements, published between 2006 and 2014 in national newspapers in Romania and Hungary. The ads were coded, based on Pollay’s appeals, and then a cluster analysis was performed to identify appeal and financial service clusters.

The results revealed ten bank-specific appeals which can be used for advertising four different banking services categories. All type of savings and loans for B2B are advertised with quality appeals (safety, productivity); current account and card, personal/home loans are advertised with financial value appeals (convenient, cheap); corporate branding with emotional appeals (affiliation, distinctive, enjoyment); and services with mixed appeals.

The study could be extended for different target market, creative strategy, other media and more countries.

The paper provides guidelines on how the FCB grid could be extended for bank services to recommend specific appeals for each category.

The financial service literature proposes guidelines regarding bank advertisements. However, the recommended advertisement appeals were not linked to different bank services. This paper creates a comprehensive managerial framework in order to match the bank’s specific appeals with different bank services.