Journal of Services Marketing: Volume 36 Issue 4

Editorial: Opportunities in the new service marketplace

Rebekah Russell-Bennett, Mark S. Rosenbaum

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).

Viewpoint: plotting a way forward for service research in and out of Africa

Christo Boshoff, Ogechi Adeola, Robert E. Hinson, Kristina Heinonen

This study aims to critically evaluate and reflect on the current state of service research in Africa. The purpose is to develop a roadmap to guide future service research in and…

Viewpoint: cost-effective health care developments and research opportunities in China, India and Singapore

Jochen Wirtz, Chen Lin, Gopal Das

This study aims to show how major service developments in China, India and Singapore offer different perspectives on how cost-effective service excellence (CESE) can be achieved…

Viewpoint: applying pragmatism to stimulate service research and practice – a European perspective

Kristina Heinonen, Tore Strandvik

The purpose of this paper is to apply pragmatism – a philosophy of science on the interplay of human actions and meaning – as a perspective for studying service research and…

Viewpoint: internet revolution lessons applied to post-pandemic service delivery (a North American perspective)

Matthew L. Meuter

This study aims to propose research directions for service providers to most effectively navigate through (and beyond) the post-pandemic service delivery challenges from a North…

Viewpoint: a transformative view for small service firms in the new Latin American service marketplace

Constanza Bianchi

This paper aims to propose a framework of transformative strategies across the different levels of the service ecosystem for the recovery, well-being and inclusion of Latin…

Viewpoint: shaping resilient service ecosystems in times of crises – a trans-Tasman perspective

Julia A. Fehrer, Liliana L. Bove

The purpose of this paper is to develop a holistic understanding for the shaping of resilient service ecosystems that considers tactics that act as stabilizing forces, and tactics…

SafeCX: a framework for safe customer experience in omnichannel retailing

Syed Mahmudur Rahman, Jamie Carlson, Noman H. Chowdhury

The experience of safety as perceived by customers is a central issue in retailing, and its importance has increased because of the pandemic. Substantial literature exists…

The effects of companies’ face mask usage on consumers’ reactions in the service marketplace

Marco Pichierri, Luca Petruzzellis

Face masks have been integrated into daily life and come to signify different meanings due to the fight against the COVID-19 pandemic. Drawing on social perception and attribution…

In this together: the long-term effect of a collective crisis on the retail and service sector

Carla Ferraro, Sean Sands, Alexander Schnack, Jonathan Elms, Colin L. Campbell

This research explores anticipated long-term change in the retail and services marketplace, directly arising as a result of the Covid-19 pandemic.

“There is no place like my mall”: consumer reactions to the absence of mall experiences

Iris Vilnai-Yavetz, Shaked Gilboa, Vincent Mitchell

How can the situation of shoppers staying at home and being unable to experience malls prepare retailers for the new marketplace? The COVID-19 lockdown provides a unique…

Cause for pause in retail service: a respond, reimagine, recover framework

Nitha Palakshappa, Sarah Dodds, Sandy Bulmer

The COVID-19 pandemic has caused many consumers to pause and rethink the impacts of their consumption behavior. The purpose of this paper is to explore changes to consumers’…

Online student engagement and place attachment to campus in the new service marketplace: an exploratory study

Yuying Huang, Jörg Finsterwalder, Ning (Chris) Chen, Fraser Robert Liam Crawford

The pandemic has accelerated the use of virtual learning spaces and led to rethinking post-pandemic course delivery. However, it remains unclear whether students’ online…

Customer incivility and employee outcomes in the new service marketplace

Hansol Hwang, Won-Moo Hur, Yuhyung Shin, Youngjin Kim

Due to volatile changes and crises in the business environment, frontline service employees (FSEs) are faced with increasing work stressors in the new service marketplace. Of…