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Service employees’ cultural values play an integral part in the service encounter. The purpose of this study is to investigate whether frontline employees’ (FLEs) individual cultural values moderate the relationship between service models and work behaviours and whether these behaviours influence their psychological well-being.

Data were collected online from 341 US and Indian respondents who spent at least 40 per cent of their work time interacting with customers. Cultural values were measured as individual-level constructs. Partial least squares structural equation modelling was used to test hypotheses.

Individualism/collectivism significantly moderates the relationship between service models and work-related outcome, in particular organisational citizenship behaviour (OCB), while uncertainty avoidance does not. Collectivism strengthens the positive linkage between the win-win service model and OCB but weakens the association of OCB with the efficiency model. FLEs with the win-win model display more surface acting when they have low uncertainty avoidance and high power distance. Employee psychological well-being is then influenced negatively by surface acting, but positively by OCB.

A more varied sample covering additional countries and a wider range of industries could provide additional insights.

The results of this study are particularly beneficial for service firms that require to satisfy customers by managing culturally diverse FLEs.

Extending the limited research on service models, this study examines the interplay of culture and service models and its impact on FLE work behaviours and the resultant well-being. The findings thus provide greater insights in how service employees’ cultural orientations influence their work behaviours and psychological well-being.

The purpose of this paper is to explore what drives customer acceptance of frontline service robots (FSR), as a result of their interaction experiences with FSR in the context of retail banking services.

Applications of the unified theory of acceptance and use of technology and service robot acceptance model frame the exploration of customers’ interaction experiences with physical FSR to explain acceptance. A thematic analysis of information obtained through observations, focus groups and participant interviews was applied to identify themes.

This study identifies 16 dimensions that group into five main themes that influence customer acceptance of FSR in retail banking services: (1) utilitarian aspect, (2) social interaction, (3) customer responses toward FSR, (4) customer perspectives of the company brand and (5) individual and task heterogeneity. Themes 1 and 2 are labeled confirmed themes based on existing theoretical frameworks used; themes 3–5 are additional themes.

This study provides actionable suggestions to allow managers to reflect on their strategy and consider ways to design and improve the delivery of services that involve FSR.

This study adds to our limited knowledge of how human-robot interaction research in robotics translates to a relatively new research area in frontline services and provides a step toward a comprehensive FSR acceptance model.

Crowdsourcing delivers creative ideas for the issuing firm, but participants’ engagement in the creative process also creates additional benefits to firms and participating customers. The purpose of this study is to investigate if these spill-over values endure over time. With data from two time point, i.e. at submission and after announcement of the contest winners, we examine the relationship between the degree of a participant’s creative process engagement (CPE) and value creation from a crowdsourcing contest, and how these perceptions of value change over time.

Data were collected from 154 participants in a crowdsourcing contest at two time points with an online survey: at submission, and after receiving feedback (in term of rankings, rewards, and comments) from the community. Partial Least Square path modelling was used to estimate both main and moderating effects.

CPE increases the perceived value of customers (social and epistemic value) and firms alike (knowledge-sharing intention and customer loyalty), though all but epistemic values decrease over time. Disconfirmation of expectations and need for recognition moderate these effects.

This paper is the first longitudinal study that helps understanding the effect of CPE on value creation from crowdsourcing across time. It also uses the theoretical lens of the honeymoon hangover effect to explain how perceived value changes. The resulting insights into the role of customer engagement in crowdsourcing contests and subsequent value creation will be beneficial to the growing research stream on consumer value co-creation and user innovation.

Despite widespread acknowledgement of the importance of employees to the success of service firms, research into how well frontline service staff understand service remains scarce. This study aims to investigate what constitutes good customer service from the viewpoint of frontline service employees and to explore gender differences in particular.

The data were collected from 876 frontline employees across a wide range of service industries. An automated text analysis using Leximancer explored general and gender‐specific patterns in employees' customer service understanding.

Irrespective of gender, frontline service staff share the perception that the pillars of good customer service are listening skills, making the customer happy, and offering service. Males have a more functional, outcome‐oriented interpretation of customer service; females focus more on the actual service interaction and emotional outcomes.

By acknowledging gender‐based dissimilarities in the customer service understanding of frontline service employees, the efficiency of recruitment and training processes will be enhanced.

This study contributes to limited work on service models of frontline staff and shows that gender can explain some differences. This study also adds another dimension to the understanding of gender effects in services, beyond its influence on customers' quality perceptions and behaviours. The results are important for services marketing research and for managers in charge of recruiting and training frontline service staff.

While researchers in other disciplines seek to determine the impact that humour has in personal interactions, studies of humour in service delivery are lacking. The purpose of this paper is to examine whether it is beneficial to deliberately use humour in service encounters.

This paper provides a comprehensive review of humour research in multiple disciplines to assess the applicability of their key findings to the service domain. By establishing the antecedents, types, and consequences of humour, the authors build a framework and propositions to help service researchers uncover the potential of injecting humour into service interactions.

The authors find that using humour in service encounters is an ingenious affiliative behaviour which strengthens rapport between service employees and their customers. Humour also permits frontline service employees to better cope with the emotional challenges of their work, thus promising to reduce emotional labour and increase well-being. The effectiveness of service recovery efforts may also grow if employees use humour successfully to soften unpleasant emotional reactions and accept responsibility.

The authors explore cross-disciplinary humour research to apply the findings to the use of humour in service encounters. The authors also attempt to identify situations in which humour usage is most promising or beneficial, as well as its main beneficiaries.

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.

In 2020, the Journal of Service Theory and Practice (JSTP), previously titled Managing Service Quality, celebrates its 30th anniversary. This study provides a retrospective of the evolution and contribution of the journal to service research by identifying its major trends, research constituents, factors contributing to citations and thematic structure over its 29 active years (1991–2019). The paper concludes by providing directions and ideas for progressing service research

The study uses the Scopus database to extract JSTP's bibliographic data. It employs bibliometric methods to study the trends of the journal, such as the citation structure and most-contributing authors, institutions and countries. Bibliographic coupling and keyword co-occurrence analyses are used to study the intellectual structure of the journal. Regression analysis discloses the factors influencing citations of JSTP articles. Factors explaining the citation count of JSTP articles include article age, number of author keywords, article length, title length and number of references.

JSTP's influence has grown significantly in the scientific community, which is evidenced by findings relating to the citation counts, the thematic scope/variety and authorship features of the JSTP papers published during the last 30 years. JSTP attracts publications from around the globe, but most contributions come from the United States, United Kingdom and Australia. Although JSTP has continuously evolved with new and varied themes, a bibliographic coupling analysis clustered JSTP articles into five major clusters.

The limitations of the Scopus database may impact the study's results.

This study is the first to provide a comprehensive review of JSTP since its launch. It is useful to the editorial board and other JSTP stakeholders as well as service scholars alike.

James March argued that irrational approaches to problem solving and foolishness can be useful for addressing complex problems. Grand challenges are complex problems that often involve “guarded societal institutions” – societal beliefs and practices guarded by political or commercial powers. To explain how organizations with impossible goals dismantle such institutions by mobilizing irrationality and foolishness, we develop a process model which is illustrated with the case of People for the Ethical Treatment of Animals. Our main contribution is to expand James March’s ideas on logics of action and organizational intelligence to advance a novel perspective for tackling big societal problems. We argue that foolishness is not only a means for finding distant solutions to complex problems but also a means for generating sustained motivation, well-being, and ideas that spark debate and lead to the questioning of taken-for-granted societal beliefs.