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This editorial introduces a special issue of the Journal of Services Marketing, dedicated to the concept of resilience in the services sector. This editorial aims to identify how service organizations, networks and systems are resilient in the face of or wake of marketplace disruptions.

Drawing on available literature in service research, the authors illustrate how service scholars can better understand the processes, relationships and outcomes that are a crucial part of resilience in service organizations.

This editorial presents a theoretical framework illustrating interactive, linked and interdependent resource-based resilience practices that enable service organizations and individuals to develop and grow resilience. The special issue papers identified six themes to guide future research: conceptual complexity and challenges of operationalization; culture, context and resilience; antecedents to resilience and outcomes; resilience and the complex world of artificial intelligence and technology; value co-creation; and service ecosystems.

This editorial presents service researchers with an overview of research examining the concept of resilience. It also demonstrates diversity in how the concept is defined and operationalized. Our theoretical framework illustrates a new way of conceptualizing service resilience by identifying three resource-based resilience practices in an increasingly ambiguous, dynamic and complex service world. Together these underpin the six themes for further research.

This article investigates the application of generative artificial intelligence (GenAI) in experiential learning for authentic assessment in higher education. Recognized for its human-like content generation, GenAI has garnered widespread interest, raising concerns regarding its reliability, ethical considerations and overall impact. The purpose of this study is to explore the transformative capabilities and limitations of GenAI for experiential learning.

The study uses “thing ethnography” and “incremental prompting” to delve into the perspectives of ChatGPT 3.5, a prominent GenAI model. Through semi-structured interviews, the research prompts ChatGPT 3.5 on critical aspects such as conceptual clarity, integration of GenAI in educational settings and practical applications within the context of authentic assessment. The design examines GenAI’s potential contributions to reflective thinking, hands-on learning and genuine assessments, emphasizing the importance of responsible use.

The findings underscore GenAI’s potential to enhance experiential learning in higher education. Specifically, the research highlights GenAI’s capacity to contribute to reflective thinking, hands-on learning experiences and the facilitation of genuine assessments. Notably, the study emphasizes the significance of responsible use in harnessing the capabilities of GenAI for educational purposes.

This research showcases the application of GenAI in operations management education, specifically within lean health care. The study offers insights into its capabilities by exploring the practical implications of GenAI in a specific educational domain through thing ethnography and incremental prompting. Additionally, the article proposes future research directions, contributing to the originality of the work and opening avenues for further exploration in the integration of GenAI in education.