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This editorial aims to organise the 17 United Nations Sustainable Development Goals (SDGs) into seven ServCollab service research themes to provide a way forward for service research that improves human and planetary life.

A conceptual approach is used that draws on observations from the scholarly experience of the editors.

This editorial offers seven research themes for service researchers: services that enable the WELL-BEING of the human species; services that provide OPPORTUNITY for all humans; services that manage RESOURCES for all humans; ECONOMIC services for work and growth for all humans; services from INSTITUTIONS that offer fair and sustainable living for all humans; service ecosystems with the PLANET; and COLLABORATION services for sustainable development partnerships.

Service scholars are urged to pursue collaborative research that reduces suffering, improves well-being and enables well-becoming for the sustainability and prosperity of Planet Earth.

This editorial provides service scholars with a new framework synthesising the SDGs into research themes that help focus further service research.

This editorial introduces a special issue of the Journal of Services Marketing, dedicated to papers discussing the effect of the physical context on customer experience. This study aims to identify diverse areas of extant knowledge, upon which researchers might draw when investigating the effect of the physical context on customer experience, to inform future research agendas.

Drawing on available literature, the authors argue that, as prior studies in diverse scholarly fields have explored the physical context, these bodies of knowledge may offer theories and constructs that meaningfully inform explorations of the effect of the physical context on customer experience.

The authors identify five marketing subdisciplines and six nonmarketing disciplines, each offering theories, constructs and perspectives which researchers might draw upon in future studies of the effects of the physical context on customer experience.

The authors develop a novel map which depicts the field of study of the effects of the physical context on customer experience, which scholars might use to inform future research design. In addition, the authors suggest several directions for future research.

Service researchers have been tasked with improving the well-being of consumers experiencing vulnerability. The current research aims to demonstrate how these consumers can experience empowerment through transformative service improvements to the traditional microfinance model.

To ground the research in a real-world setting with consumers experiencing vulnerability, the research team worked with a nonprofit microfinance organization offering loans to communities of Indigenous women entrepreneurs. The research team worked in six communities and conducted over 25 borrower interviews and 14 staff and volunteer interviews totaling 1,200 min of recorded content.

The present investigation of a unique approach to microfinance offers a new theoretical model, the service empowerment model (SEM), which illustrates how empowerment emanates from processes and outcomes at three distinct levels: micro, meso and macro. Recognizing that change occurs individually and also at familial and societal levels begins to challenge deeply rooted structural and cultural norms involved in the services ecosystem.

Originating from the microfinance service setting, the SEM can be explored, tested and implemented as a pilot program in a variety of service settings that involve transformative service initiatives (e.g. homelessness, refugees, etc.).

As society pursues solutions to the pressing problems of consumers experiencing vulnerability, the present research offers critical insights into how services should be designed.

The present research defines a new term, service empowerment, and creates a new theoretical model, the SEM, to aid in improving transformative service initiatives.

There is a growing interest in applying the principles of biophilic design to hotel lobbies to enhance positive user experiences. However, there is little empirical research in this area, particularly for abstract or indirect biophilic approaches. The current study analyzed the biophilic strategy of “organized complexity” (which entails structured hierarchical patterns) in a hotel lobby in relation to attention restoration outcomes.

A virtual reality approach was used to create three lobby designs, differing only in their degree of organized complexity. A between-subjects study was conducted with 91 participants, evaluating reactions to the lobby designs in terms of perceived attention restoration, perceived environmental complexity and environmental preferences.

A strong positive relationship was found between participants' perception of environmental complexity and feelings of restoration. However, no statistically significant correlation was found between restoration and the objective measures of organized complexity. This suggests that individual preferences or baseline responses may play a crucial role in the benefits associated with this aspect of biophilic design.

The findings suggest a novel possibility – that responses to organized complexity may not be universal but may instead depend on an individual’s background and personal preferences. While the study found that perceived complexity was associated with restoration, the objective features of the environment that incited these perceptions were different for different participants. This indicates that more research is needed into potentially relevant personal factors.

The purpose of this article is to propose an overall framework for brand community formation that separates antecedents that lead to the formation of a brand community from those outcomes that are associated with established communities.

The authors approached this review through an interdisciplinary literature review that delineated psychological, structural and behavioral processes that underline the formation of the brand community, often illustrated by contemporary cases in the sport industry.

The findings outline 18 different constructs, categorized in three overarching dimensions, separating structural, behavioral and psychological constructs. The authors posit these 18 constructs are at the heart of brand community formation. These constructs provide managers with a guide to inform their efforts to form a new brand community.

It is emphasized that brand community formation is a complex process that is paradoxical in nature and requires organizations to balance a non-interventionist approach that would allow for consumer empowerment, with a pro-active approach that creates conditions for a successful brand community formation process.

The paper’s main goal is to examine the relationship between the video marketing of financial technologies (Fintechs) and their vulnerable website customers’ brand engagement in the ongoing coronavirus disease 2019 (COVID-19) crisis.

To extract the required outcomes, the authors gathered data from the five biggest Fintech websites and YouTube channels, performed multiple linear regression models and developed a hybrid (agent-based and dynamic) model to assess the performance connection between their video marketing analytics and vulnerable website customers’ brand engagement.

It has been found that video marketing analytics of Fintechs’ YouTube channels are a decisive factor in impacting their vulnerable website customers’ brand engagement and awareness.

By enhancing video marketing analytics of their YouTube channels, Fintechs can achieve greater levels of vulnerable website customers’ engagement and awareness. Higher levels of vulnerable customers’ brand engagement and awareness tend to decrease their vulnerability by enhancing their financial knowledge and confidence.

Fintechs should aim to increase the number of total videos on their YouTube channels and provide videos that promote their customers’ knowledge of their services to increase their brand engagement and awareness, thus reducing their vulnerability. Moreover, Fintechs should be aware not to over-post videos because they will be in an unfavorable position against their competitors.

This research offers valuable insights regarding the importance of video marketing strategies for Fintechs in promoting their vulnerable website customers’ brand awareness during crisis periods.

The police often respond to persons who are not in direct violation of the law, but are rather undergoing behavioral crises due to mental illness or substance abuse disorders. The purpose of this study is to examine how police behavior influences civilian bystanders' emotional responses and perceptions of procedural justice (PPJ) when officers interact with these populations, which traditionally have been stigmatized in American culture.

Using a factorial vignette approach, the authors investigate whether perceived public stigma moderates the relationship between police behaviors (i.e. CIT tactics, use of force) and PPJ. The authors also investigate whether emotional reactions mediate the relationship between police behaviors and PPJ.

Regardless of suspect population (mental illness, substance use), use of force decreased participants' PPJ, and use of CIT tactics increased PPJ. These effects were consistently mediated by anger, but not by fear. Interactive effects of police behavior and perceived public stigma on PPJ were mixed.

Fear and anger may operate differently as antecedents to PPJ. Officers should note using force on persons in behavioral crisis, even if legally justifiable, seems to decrease PPJ. They should weigh this cost pragmatically, alongside other circumstances, when making discretionary decisions about physically engaging with a person in crisis.

Preventative health services are keen to identify how to engage men and increase their participation, thus improving health, well-being and life expectancy over time. Prior research has shown general gender norms are a key reason for men’s avoidance of these services, yet there is little investigation of specific gender norms. Furthermore, masculinity has not been examined as a factor associated with customer vulnerability. This paper aims to identify the relationship between gender norm segments for men, likely customer vulnerability over time and subjective health and well-being.

Adult males (n = 13,891) from an Australian longitudinal men’s health study were classified using latent class analysis. Conditional growth mixture modelling was conducted at three timepoints.

Three masculinity segments were identified based on masculine norm conformity: traditional self-reliant, traditional bravado and modern status. All segments had likely customer experience of vulnerability. Over time, the likely experience was temporary for the modern status segment but prolonged for the traditional self-reliant and traditional bravado segments. The traditional self-reliant segment had low subjective health and low overall well-being over time.

Practitioners can tailor services to gender norm segments, enabling self-reliant men to provide expertise and use the “Status” norm to reach all masculinity segments.

The study of customer vulnerability in a group usually considered privileged identifies differential temporal experiences based on gender norms. The study confirms customer vulnerability is temporal in nature; customer vulnerability changes over time from likely to actual for self-reliant men.

The paper's primary purpose is to define and characterize the innovative concept in public management theory, New Public Governance (NPG), from its theoretical framework and the view of public management institutions. The second objective is to create a logical framework to explain this notion. The broader role of this paper is to expand the understanding of this contemporary public management trend.

The methodological approach of the authors' research is based on a deep understanding of theoretical sources, particularly the scientific precursors in the literature surrounding the NPG theory. The authors used the following methods to achieve the paper's goals: critical thematic literature review and synthetic comparative analysis.

In regards to scientific analysis, the goals of NPG were achieved, considering that its concept and main characteristics were displayed in definitional terms as a trend in public management, emphasizing institutional cooperation and co-production, having strengths in social inclusion and weaknesses in the lack of participatory experience of the actors. Additionally, the authors created the original 6-CO coherent conceptual framework describing the flows in the NPG operation based on theoretical foundations. The analysis of theoretical sources not only allowed the collection of common and disconnected features of the reasoning behind the definition and depth of the NPG but also insufficient development of the theory in existing sources.

The paper demonstrates critical new scholarship surrounding the NPG theory because it (1) applies one of the latest trends in public management, (2) juxtaposes various academics' understanding of the concept and, most importantly, (3) advances the theory of NPG with the original 6-CO coherent conceptual framework as a practical implication of the theory originator.

A small group of pioneering founders led the creation and early evolution of the service research field. Decades later, this article shares timeless service wisdom from ten of those pioneering founders.

Bowen and Fisk specified three criteria by which to identify a pioneering founder. In total, 11 founders met the criteria (Bateson, Berry, Bitner, Brown, Chase, Edvardsson, Grönroos, Gummesson, Parasuraman, Schneider and Zeithaml) and were invited to join Bowen and Fisk – founders that also met the criteria as coauthors. Ten founders then answered a set of questions regarding their careers as service scholars and the state of the field.

Insightful reflections were provided by each of the ten pioneering founders. In addition, based on their synthesis of the reflections, Bowen and Fisk developed nine wisdom themes for service researchers to consider and to possibly act upon.

The service research field is in its fifth decade. This article offers a unique way to learn directly from the pioneering founders about the still-relevant history of the field, the founders' lives and contributions as service scholars and the founders' hopes and concerns for the service research field.