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Editorial: Opportunities in the new service marketplace

Rebekah Russell-Bennett (School of Advertising, Marketing and Public Relations/Centre for Behavioural Economics, Society and Technology, Queensland University of Technology, Brisbane, Australia)
Mark S. Rosenbaum (College of Business, Hawaii Pacific University, Honolulu, HI, USA)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 3 May 2022

Issue publication date: 7 June 2022




This paper aims to identify the opportunities in the service marketplace that have arisen because of the changes brought about by the global pandemic (COVID-19).


A conceptual methodological approach is used to analyze trends in the history of service research and discuss how articles presented in this issue help scholars and practitioners with planning for opportunities and confronting challenges in the new (post COVID-19) service marketplace.


This special issue puts forth six viewpoints and seven research articles that outline opportunities in the new service marketplace from regional and global perspectives. Further, the research articles presented in this issue identify four opportunities for managers to consider when designing services in the new service marketplace; these are labeled as reassurance and fear reduction, rethinking physical space and supply chains for multichannel service delivery, the rise of local and community importance and resilience building to combat customer discourtesy.

Practical implications

Managers can understand how the pandemic has profoundly and permanently impacted consumers’ perceptions and expectations for service delivery and processes.


This work presents scholars with a historical overview of trends in service research. The challenges posed by the pandemic represent the beginning of a new era in service research thought and practice as many previously held theories and understandings of consumers’ marketplace behaviors have permanently changed because of behavioral changes that transpired during governmental mandated lockdowns.



Russell-Bennett, R. and Rosenbaum, M.S. (2022), "Editorial: Opportunities in the new service marketplace", Journal of Services Marketing, Vol. 36 No. 4, pp. 445-449.



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