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This commentary aims to identify the myopic drift of the marketing discipline and to opine on the areas in which the leadership of service scholars is needed. The authors identify specific areas where the input of service scholars is needed to enable the discipline to better contribute to users, providers, and society. For example, the growing gap between marketing scholarship and practical business needs is acknowledged, emphasizing the unique position of service scholars to bridge this divide. While consumer well-being is crucial, the exclusive focus on behavioral science is critiqued. Marketing’s roots are deeply connected to economics, shaping consumer choices, and service scholars can help revive marketing’s essence.

Personal reflections and historical literature assessment.

The services discipline is caught in the general myopic behavioral drift of the marketing discipline. However, they are well positioned to reverse the trend by seeking leadership in PhD programs, journal editorships and review boards, faculty recruiting, hiring and promotion, and by continuing its engagement with industry professionals.

The authors suggest extensive goals for service scholars. To accomplish these goals, it will be necessary to challenge the increasing behavioral drift of the majority of existing scholars in the discipline.

This work is original and controversial. It is meant to inspire discussion and focus attention on the problems inherent in the increasingly myopic behavioral orientation of the members of the discipline’s academic community.

Recently emerged Packaging-as-a-Service (PaaS) systems adopt aspects of access-based services and triadic frameworks, which have typically been treated as conceptually separate. The purpose of this paper is to investigate the implications of blending the two in what we call “access-based triadic systems,” by empirically evaluating intentions to adopt PaaS systems for takeaway food among restaurants and consumers.

We derived relevant attributes of PaaS systems from a qualitative pre-study with restaurants and consumers. Next, we conducted two factorial survey experiments with restaurants (N = 176) and consumers (N = 245) in Germany to quantitatively test the effects of those system attributes on their adoption intentions.

This paper highlights that the role of access-based triadic system providers as both the owners of shared assets and the operators of a triadic system is associated with a novel set of challenges and opportunities: System providers need to attract a critical mass of business and end customers while balancing asset protection and system complexity. At the same time, asset ownership introduces opportunities for improved quality control and differentiation from competition.

Conceptually, this paper extends research on access-based services and triadic frameworks by describing an unexplored hybrid form of non-ownership consumption we call “access-based triadic systems.” Empirically, this paper addresses the need to account for the demands of two distinct target groups in triadic systems and demonstrates how factorial survey experiments can be leveraged in this field.

This paper aims to examine the conditions under which small and medium enterprises (SMEs) invest in security services when they migrate their e-commerce applications to the cloud environment. Using a risk management perspective, the paper assesses the impact of security service pricing, security incident prevalence and virulence to estimate SME security spending at the market level and draw out implications for SMEs and security service providers.

Security risks are inherently characterized by uncertainty. This study uses a Monte Carlo approach to understand the role of uncertainty in the decision to adopt security services. A model relating key security constructs is assembled based on key constructs from the domain. By manipulating security service costs and security incident types, the model estimates the market-level adoption of services, security incidents and damages incurred, along with measures of their relative dispersion.

Three key findings emerge from this study. First, adoption of services and protection is higher when tiered security services are provided, indicating that SMEs prefer to choose their security services rather than accept uniformly priced products. Second, SMEs are considered price-sensitive, resulting in a maximum level of spending in the market. Third, results indicate that security incidents and damages can be much higher than the mean in some cases, and this should serve as a cautionary note to SMEs.

Security spending has been modeled at the firm level. Adopting a market-level perspective represents a novel contribution. Additionally, the Monte Carlo approach provides managers with tangible measures of uncertainty, affording additional information and insight when making security service adoption decisions.

It is widely evident that trust and commitment are important pillars for strengthening the relationship between financial service firms and their customers. However, it has not been explored how the service quality, perceived cost and role of agents are important for financial service firms. To overcome this gap, this study aims to investigate the role of service quality, perceived cost and the role of agents as the commitment–trust factors in the financial insurance service (Takaful) in Malaysia, enhancing customer satisfaction.

The study follows a quantitative design in which primary data was collected using a survey instrument. The measurement instrument was adapted from the previous research, and data were collected from 264 customers of the Takaful financial service organizations in Malaysia. The data were analyzed using variance-based structural equational modeling in Smart-PLS software.

This research has revealed several useful insights that demonstrate a significant impact on service quality, perceived cost and the agents’ role in forging close relationships with their customers. Corporate image has a moderating role in relationships and has significantly impacted takaful insurance companies. The results imply that regardless of the corporate image of the financial service organizations, customers are concerned about the prices and the quality of the agents’ services.

In this study, only the predictors such as service quality, perceived costs and agents’ roles as trust–commitment factors were examined to determine customer satisfaction. Other investigations are highly recommended, such as value co-creation in takaful, takaful customer experience and takaful trust. This study offers insights to takaful insurance companies on how to keep up a positive corporate image, which will boost their trust–commitment factors and ultimately increase customer satisfaction.

By presenting commitment–trust factors and company image in an identifiable framework, the current study has expanded the discussion on takaful financial insurance services. The methodology is developed and rigorously tested to gauge customer satisfaction in takaful financial service organizations’ context.

This paper aims to explore how accounting is fostering neoliberal citizenship through the participants of Australia’s National Disability Insurance Scheme (NDIS). More specifically, this paper aims to understand how accounting discourse and the management accounting technique of budgeting, when intertwined with automated administrative processes of the NDIS, are giving rise to a pastoral form of power that directs people’s behaviour toward certain ends.

Publicly available data has been crafted into an autoethnographic case study of one fictitious person’s experiences with the NDIS – Mina. Mina is an amalgam created from material submitted to the Joint Parliamentary Standing Committee on the NDIS. Mina’s experiences are then analysed through the lens of Foucault’s concept of pastoral power to explore how accounting has contributed to marketising and digitising public disability services.

Accounting rhetoric appears to be a central part of rationalising the decision to shift to individualised disability funding. Those receiving payments are treated as self-governable, financially responsible subjects and are therefore expected to have knowledge of management accounting techniques and budgeting. However, NDIS’s strong reliance on the accounting concepts of funds, budgets, cost and price is limiting people’s autonomy and subjecting them to intervention and control.

This paper addresses calls to explore the interplay between accounting and current disability policies. The analysis shows that incorporating accounting into the NDIS’s algorithms serves to conceal the underlying ideology of the programs, subtly driving behaviours towards neoliberal objectives. Further, this research extends the Foucauldian accounting literature by revealing the contribution of accounting to reinforcing the authority of digital pastors in contemporary times.

We model the conditions under which parents optimally reallocate time to childcare when an outside agent exogenously restricts the number of hours an employer can demand of a working parent. Theoretically, when the restriction binds, a parent's available time increases. We exploit a series of voluntary and mandated labor-market reforms in South Korea that regulated the statutory and maximum work hours of parents. The government implemented the laws in stages by industry and size of firms. This implementation process generates exogenous variation across families where one or both partners worked at jobs that were or were not affected by the reform. We show the reforms affected work hours and use the predicted changes to investigate the total amount they spent on paid childcare and whether or not they changed the relative use of market and parental care. When fathers get more time (work less), parents spend less money on childcare. A change in mother's work time does not affect expenditures. When parents get more time, they are more likely to spend money on paid childcare for school-age children and more likely to use private academies.

This study focused on establishing the mediating role of opportunistic behavior in the relationship between institutional pressures and procurement cycle time (PCT) in Uganda’s central government (CG) procuring and disposing entities (PDEs). The study also sought to establish the relationship between institutional pressures and PCT, between institutional pressures and opportunity behavior and between opportunistic behavior and PCT. This study was carried out because most PDEs had failed to perform well in terms of PCT, and beneficiaries had often complained of the lengthy PCT.

The unit of analysis was 126 CG PDEs within Uganda while the unit of inquiry was three employees per PDE, namely, giving a total of 378 respondents. Using a quantitative cross-sectional survey, the study realized a response rate of 88% for the unit of analysis and 71.7% for unit of inquiry. Data were analyzed using SmartPLS 4 with focus on ascertaining regression and mediation results.

The findings show that institutional pressures negatively and significantly predict both institutional pressures and PCT (ß = –0.569**; ß = –0.688**, respectively). Also, institutional pressures and opportunistic behavior are significant predictors of PCT, predicting 60.6% change in PCT. Furthermore, opportunity behavior partially moderates the relationship between institutional pressures and PCT.

For Uganda’s CG PDEs to reduce procurement delays and to procure within PCT, they should put more emphasis on institutional pressures and curtailing opportunistic behavior. The study recommends further amendment of the Public Procurement and Disposal of Public Assets (PPDA) Act 2003 to reduce delays.

There is need for further amendment of the PPDA Act 2003 to reduce delays, especially those attributed to approvals by contracts committee and the minimum bidding period for competitive bidding.

The study explores PCT and its antecedents whose understanding is critical in exploring avenues of reducing PCT and boosting service delivery to the beneficiaries.

The PPDA Act (2003) was amended in 2014, but still the time spent in the procurement processes has remained long, hence delaying or denying citizens service delivery. This is a matter of concern to the country at large and may spill into political unrests, and yet, there is scant literature exploring PCT and its antecedents. This makes the present study one of the pioneer empirical studies on PCT, with emphasis on Uganda. This study provides a framework for examining PCT in a context where scholarly explanation of PCT is still limited.

Contractual services are characterized by features such as termination fees, long-term commitment, and complex terms. When customers find better deals from other providers, they may want to switch, but contractual obligations prevent them from doing so. Thus, this study aims to draw upon the stimulus-organism-response paradigm and theories of emotion regulation to examine how punitive switching costs (PSCs) can evoke negative emotions (NEs) from customers and, consequently, lead to negative behavioral responses in contractual service settings.

This study collected data from 395 customers of telecommunications companies, fitness centers, tutoring firms/centers, and house leasing companies in Taiwan. We tested the hypotheses using partial least squares structural equation modeling via SmartPLS 3.0.

The results show that NEs partially mediate the relationship between PSC and customers’ switching intention and negative word-of-mouth. This study also finds alternative attractiveness (AA) and service recovery (SR) do not moderate the PSCs–NEs relationship, but AA does directly influence NEs.

First, this study contributes to the literature on switching costs by exploring how PSC exerts a detrimental impact on behavioral responses. Second, this study adds to the literature on service failures by identifying the mediating role of NEs in such a relationship.

This paper aims to elaborate on current research on fourth party logistics “4PL” by offering a taxonomy that provides a deeper understanding of 4PL service offerings, thus drawing clear frontiers between existing 4PL business models.

The authors collected data using semi-structured interviews conducted with 60 logistics executives working in 44 “4PL” providers located in France. Using automatic analysis of textual data, the authors combined spatial visualisation, clustering analysis and hierarchical descending classification to generate the taxonomy.

Two key dimensions emerged, allowing the authors to clearly identify and distinguish four 4PL business models: the level of reliance on interpersonal relationships and the level of involvement in 4PL service offering. As a result, 4PL providers fall under one of the following business models in the taxonomy: (1) The Metronome, (2) The Architect, (3) The Nostalgic and (4) The Minimalist.

The study focuses on investigating 4PL providers located in France; thus, future studies should explore the classification of 4PL business models across different cultural contexts and social structures.

The findings offer valuable managerial insights for logistics executives and clients of 4PL to better orient their needs, the negotiations and the contracting process with 4PLs.

Using a Lexicometric analysis, the authors develop taxonomy of 4PL service providers based on empirical evidence from logistics executives; the work addresses the existing confusion regarding the conceptualisation of 4PL firms with other types of logistical providers and the role of in/formal interpersonal relationships in the logistical intermediation.

To better understand the impact of choosing a carbon data provider for the estimated portfolio emissions across four asset classes. This is important, as prior literature has suggested that Environmental, Social and Governance scores across providers have low correlation.

The authors compare carbon data from four data providers for developed and emerging equity markets and investment grade and high-yield corporate bond markets.

Data on scope 1 and scope 2 is similar across the four data providers, but for scope 3 differences can be substantial. Carbon emissions data has become more consistent across providers over time.

The authors examine the impact of different carbon data providers at the asset class level. Portfolios that invest only in a subset of the asset class may be affected differently. Because “true” carbon emissions are not known, the authors cannot investigate which provider has the most accurate carbon data.

The impact of choosing a carbon data provider is limited for scope 1 and scope 2 data for equity markets. Differences are larger for corporate bonds and scope 3 emissions.

The authors compare carbon accounting metrics on scopes 1, 2 and 3 of corporate greenhouse gas emissions carbon data from multiple providers for developed and emerging equity and investment grade and high yield investment portfolios. Moreover, the authors show the impact of filling missing data points, which is especially relevant for corporate bond markets, where data coverage tends to be lower.