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This paper explores how service design can contribute to the evolution of health service systems, moving them toward people-centered, integrated and technology-enabled care; the paper develops a research agenda to leverage service design research for healthcare transformation.

This conceptual study starts by analyzing healthcare challenges in terms of demographic trends and economic constraints, along with the problems of lack of people-centricity, dispersion of care and slowness in incorporating emerging technologies. Then, it examines the theoretical underpinnings of service design to develop a framework for exploring how a human-centered, transformative and service systems approach can contribute to addressing healthcare challenges, with illustrative cases of service design research in healthcare being given.

The proposed framework explores how a human-centered service design approach can leverage the potential of technology and advance healthcare systems toward people-centered care; how a transformative service design approach can go beyond explanatory research of healthcare phenomena to develop innovative solutions for healthcare change and wellbeing; and how a service systems perspective can address the complexity of healthcare systems, hence moving toward integrated care.

This paper systematizes and develops a framework for how service design can contribute to healthcare transformation. It identifies key healthcare application areas for future service design research and pathways for advancing service design in healthcare by using new interdisciplinary bridges, methodological developments and theoretical foundations.

Loneliness and isolation are on the rise, globally threatening the well-being across age groups; global social distancing measures during the COVID-19 crisis have intensified this so-called “loneliness virus”. The purpose of this paper is to develop an integrative framework and research agenda on the role of companion robots in mitigating feelings of loneliness.

A netnographic analysis of 595 online visual and textual descriptions offer empirical insights about the role of the companion robot Vector during the COVID-19 pandemic.

The contributions of this study are twofold. First, it postulates that companion robots have the potential of mitigating feelings of loneliness (i.e. indicator of well-being). Second, this study contributes to transformative service by developing an integrative framework introducing the roles (personal assistant, relational peer and intimate buddy) that companion robots can fulfill to mitigate feelings of loneliness through building different types of supportive relationships.

The proposed research agenda encourages future service scholars to investigate 1) the role of robots in addressing loneliness, 2) design features that drive adoption of robots, 3) social support for different groups, 4) the operationalization and the measurement of loneliness and 5) an impact analysis of companion robots.

Service providers and policy makers can leverage the insights about how companion robots can help reduce a sense of loneliness.

The integrative framework on loneliness reduction, based on 595 unprompted online contributions issued during the COVID-19 pandemic, offers initial evidence for the impact of companion robots in reducing people's feelings of loneliness.

This article investigates the role of schemas in shaping customer experiences in new servicescapes, across the customer journey. The authors take a customer perspective that reveals how schematic information processing takes place at four pyramidal levels—event, touchpoint, encounter and concrete activities—that in turn lead to customer responses.

The study introduces a novel ethnographic schema elicitation technique (ESET), which enables unraveling schemas at the touchpoint level across the customer journey of a European grocery store that recently launched a new SST innovation. This tailored approach provides fine-grained insights into customer experiences at the moment they occur.

The conceptual framework unravels schematic information processing, as illustrated with an empirical study. The activation of different schemas and their modification is highlighted in rich qualitative data.

Innovative service offerings require customers to adapt their existing behaviors. Understanding this highly individual process, which requires schema modification, could be furthered by longitudinal in-depth research.

By understanding schematic information processing, managers and policymakers can develop better strategies for activating sustainability or health-conscious schemas that guide customer behavior in positive directions.

By applying ESET to new self-service technology, the authors provide valuable insights for service managers and retailers. They show the particular need for prudence in changing schemas in ways that avoid negative cognitive, emotional or behavioral responses.

The technological revolution in the service sector is radically changing the ways in which and with whom consumers co-create value. This conceptual paper considers social robots in elderly care services and outlines ways in which their human-like affect and cognition influence users’ social perceptions and anticipations of robots’ value co-creation or co-destruction potential. A future research agenda offers relevant, conceptually robust directions for stimulating the advancement of knowledge and understanding in this nascent field.

Drawing from service, robotics and social cognition research, this paper develops a conceptual understanding of the value co-creation/destruction potential of social robots in services.

Three theoretical propositions construct an iterative framework of users’ evaluations of social robots in services. First, social robots offer users value propositions leveraging affective and cognitive resources. Second, users’ personal values become salient through interactions with social robots’ affective and cognitive resources. Third, users evaluate social robots’ value co-creation/destruction potential according to social cognition dimensions.

Social robots in services are an emerging topic in service research and hold promising implications for organizations and users. This relevant, conceptually robust framework advances scholarly understanding of their opportunities and pitfalls for realizing value. This study also identifies guidelines for service managers for designing and introducing social robots into complex service environments.

The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical, social, cognitive, affective and sensorial). In this research, the contribution of the sensorial dimension to CSE research is emphasized. Senses are especially important in forming perceptions within servicescapes that are typically rich in sensory stimuli.

This study systematically identifies 258 articles published between 1994 and 2018 in services and marketing journals. The analysis uses a text mining approach with the Leximancer software to extract research concepts and their relationships.

The results demonstrate a shift from CSE research focused on brands and products toward value and interaction, around three focal areas: service system architecture, with its value creation processes; servicescape, with an increasingly digital interaction interface and outcome measures, with a stronger focus on emotional and relational metrics. In CSE research, the physical, social and cognitive dimensions are mostly researched in the focal areas of servicescape and outcome measures. Although important in practice, the sensorial dimension is the least investigated CSE dimension in service marketing research. Text mining insights demonstrate rich opportunities for sensorial research, particularly in studies on servicescape.

The synthesis will inform managers and service providers which elements of CSE are most relevant to customers when forming perceptions. These insights help service providers to control, manage and design (multi)-sensory stimuli that influence how customers will make sense of the servicescape.

This research is one of the first studies to examine the conceptual structure of CSE with a text mining approach that systematically analyzes a large set of articles, therein reducing the potential for researchers’ interpretative bias. The paper provides an assessment of the role of the largely neglected but crucial sensorial dimension, and offers future research suggestions into this emerging topic.

Recent service studies suggest focusing on the service triad consisting of technology-customer-frontline employee (FLE). This study empirically investigates the role of service robots in this service triad, with the aim to understand the augmentation or substitution role of service robots in driving utilitarian and hedonic value and ultimately customer repatronage.

In study 1, field data are collected from customers (n = 108) who interacted with a service robot and FLE in a fast casual dining restaurant. Structural equation modeling (SEM) is used to test hypotheses about the impact of service robots' anthropomorphism, social presence, value perceptions and augmentation opportunities in the service triad. In study 2, empirical data from a scenario-based experimental design (n = 361) complement the field study by further scrutinizing the interplay between the service robot and FLEs within the service triad.

The study provides three important contributions. First, the authors provide empirical evidence for the interplay between different actors in the “customer-FLE-technology” service triad resulting in customer repatronage. Second, the empirical findings advance the service management literature by unraveling the relationship between anthropomorphism and social presence and their effect on perceived value in the service triad. And third, the study identifies utilitarian value of service robots as a driver of customer repatronage in fast casual dining restaurants.

The results help service managers, service robot engineers and designers, and policy makers to better understand the implications of anthropomorphism, and how the utilitarian value of service robots can offer the potential for augmentation or substitution roles in the service triad.

Building on existing conceptual and laboratory studies on service robots, this is one of the first field studies on the service triad consisting of service robots – customers – frontline employees. The empirical study on service triads provides evidence for the potential of FLEs to augment service robots that exhibit lower levels of functional performance to achieve customer repatronage. FLEs can do this by demonstrating a high willingness to help and having excellent interactions with customers. This finding advocates the joint service delivery by FLE – service robot teams in situations where service robot technology is not fully optimized.

The purpose of this paper is to investigate the potential roles for service robots (i.e. socially assistive robots) in value networks of elderly care. Taking an elderly person’s perspective, it defines robot roles according to their value co-creating/destroying potential for the elderly user (i.e. focal actor), while acknowledging consequences for a network of users around the elderly (i.e. network actors).

This qualitative, interpretative study employs in-depth phenomenographic interviews, supported by generative cards activities (i.e. Contextual Value Network Mapping), to elicit an elderly person’s tacit knowledge and anticipate the effects of introducing an automated actor on institutionalized value co-creation practices.

The proposed typology identifies six roles of socially assistive robots in an elderly person’s value network (enabler, intruder, ally, replacement, extended self, and deactivator) and links them to three health-supporting functions by robots: safeguarding, social contact, and cognitive support.

Elderly people have notable expectations about the inclusion of a socially assistive robot as a new actor in their value networks. The identified robot roles inform service scholars and managers about both the value co-destruction potential that needs to be avoided through careful designs and the value co-creation potential that should be leveraged.

Using network-conscious phenomenographic interviews before the introduction of a novel value proposition sheds new light on the shifting value co-creation interplay among value network actors (i.e. elderly people, formal and informal caregivers). The value co-creation/destruction potential of socially assistive robots and their corresponding roles in care-based value networks offer insights for the design of meaningful robotic technology and its introduction into the existing service networks.

The human service triad (i.e. the relationship between the customer, frontline employee (FLE) and managerial employee) experiences a range of well-being challenges when faced with the introduction of service robots. Despite growth in service robot scholarship, understanding of the well-being challenges affecting the human service triad remains fragmented. Hence, the purpose of this paper is to synthesise the literature and offer a research agenda aligned with the proposed Robotic-Human Service Trilemma. By taking a job performance approach (which considers the actions, behaviours and outcomes linked to organisational goals), the Robotic-Human Service Trilemma conceptualises three well-being challenges (intrusion, sideline and interchange). These challenges are realised via the realistic capabilities and constraints of service robot implementation.

This research relies on a systematic review of all disciplines concerning service robots. In total, 82 articles were analysed using thematic coding and led to the development of the Robotic-Human Service Trilemma and research agenda.

The analyses reveal the Robotic-Human Service Trilemma consists of three challenges: intrusion, sideline and indifference. The findings demonstrate that FLEs are required to counterbalance the constraints of service robots, leading to an uneven well-being burden within the human service triad. This paper suggests a research agenda for investigation of the challenges that underpin the Robotic-Human Service Trilemma.

Through the conceptualisation of the Robotic-Human Service Trilemma, this study is the first to explore how states of well-being equilibrium exist within the human service triad and how these states are challenged by service robots. The authors present a balanced centricity perspective to well-being that contrasts previous trade-off approaches and that enhances the body of service robot literature with a well-being lens.

This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understanding and managerial exploitation of AR, the paper aims to synthesise current research, illustrating how a variety of current applications merge online and offline experiences, and provides a future research agenda to help advance the state of the art in AR.

Drawing on situated cognition theorising as a guiding framework, the paper reviews previously published research and currently deployed applications to provide a roadmap for future research efforts on AR-enabled omnichannel experiences across the customer journey.

AR offers myriad opportunities to provide customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of embedded, embodied and extended customer experiences. These three principles constitute the overarching value drivers of AR and offer coherent, theory-driven organising principles for managers and researchers alike.

Current research has yet to provide a relevant, conceptually robust understanding of AR-enabled customer experiences. In light of the rapid development and widespread deployment of the technology, this paper provides an urgently needed framework for guiding the development of AR in an omnichannel context.

The purpose of this paper is to investigate meat traceability by outlining the different perspectives and opinions of meat supply chain stakeholders (SCSs); it also evaluates potential of acceptance of blockchain technology (BCT) as a viable transparency and traceability system (TTS).

A questionnaire survey of 141 consumers reveals their opinions about TTSs. In addition, semi-structured interviews with seven retail managers, four government officials and one blockchain service provider (Project Provenance Ltd) provide expert insights.

The results demonstrate that consumers are overwhelmed by the amount and complexity of certification labels. As a TTS, BCT implementation appears to have significant positive influences on consumers’ purchasing decisions, mediated by consumers’ quality perceptions. This study reveals the discordant perspectives of different stakeholders with regard to the importance of a BCT-based TTS.

This study investigates current TTSs and certification labels, and probes customer perception of a potential BCT-based solution for meat traceability. Changes to supply chains’ mentality and the active establishment of trust in BCT applications are needed. Firms should take both holistic and altruistic views to deal with the challenges of TTSs in the meat supply chain. The adoption of BCT, in combination with DNA coding, seems promising as a solution to many of the issues that currently plague TTSs.