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This study aims to propose research directions for service providers to most effectively navigate through (and beyond) the post-pandemic service delivery challenges from a North American perspective.

This paper is based on the personal reflections of an academic researcher who has focused on the intersection of technology in services marketing for nearly 25 years.

The paper takes the position that much of what was learned through the internet revolution (early 2000s) can help us to understand the process of evolving into a post-pandemic environment. Both situations completely altered the way services are typically produced and consumed, and academic researchers can (and should) play a role by addressing these important business issues. Two major themes from early Self-Service Technology (SST) research include consumer adoption of new technologies and the consumer experience with SSTs. Pandemic requirements for service providers forced a very similar adaptation as experienced during the internet revolution with SSTs, thus our pandemic experiences can be viewed through a similar lens.

This paper urges service researchers and business professionals alike to consider the potential improvements in service delivery from the adjustments to the COVID-19 pandemic and, as appropriate, incorporate those into service provision in the future. Just as firms who were best able to adapt to the internet revolution dynamics were most successful, those that are able to adjust most quickly in the post-pandemic environment are likely to be the most successful.

The insights provided here are intended to stimulate research and continued exploration of the post-pandemic service environment.

Advances in technologies have allowed service providers to incorporate many different technologies into the delivery of their services. These technologies have been implemented in the service encounter for the customer to use with varying degrees of success. This research aims to focus on the examination of factors that influence consumer attitudes toward, and adoption of, self‐service technologies (SSTs).

A conceptual model of the adoption process for SSTs is developed and tested across three different technologies used in the banking industry. One of these technologies (ATMs) has been available for many years and is widely adopted, another technology (bank by phone) has been available for many years but has not been widely adopted, and the third technology (online banking) is relatively new to the marketplace. Data were collected using a random telephone survey of banking customers in a three‐state area of the northeast USA and analyzed using structural equation modeling.

A comparison of the results of the model tests on the three technologies provides evidence that different factors influence attitudes toward each of these technologies and offers an explanation of the varying degrees of acceptance found among consumers. This research has demonstrated that multiple factors need to be considered when introducing technologies into the service encounter and that the salient factors may vary among technologies and their stages in the adoption process.

The three different technologies used were all based in the banking industry, which limits the generalizability to other industries. Also cross‐sectional data are used rather than a longitudinal study, the feasibility of which is limited by time and cost contraints.

The practical application of these findings may guide marketers to emphasize issues related to certain critical constructs when utilizing SSTs in their service delivery.

Professional schools, including collegiate business schools, are pulled in two opposing directions. The academy, where they live, pulls them to emphasize science and its values, and to focus on expanding the field of knowledge. The profession, into which their graduates move, pulls them to deal with immediately relevant, practical problems. The two also seek different characteristics in curriculum, the academy emphasizing that which will groom future scientists and the profession emphasizing that which will produce immediately employable practitioners. Collegiate business schools have not done a smooth, integrated job of balancing these competing claims for allegiance. Rather, history shows that they have satisfied one side and then, when the other side’s complaints became too loud, switched sides completely to the irritation of the constituency just jilted. This article describes what has happened and proposes a model which, if built into the accreditation standards, could reduce these unfortunate pendulum swings.

The paper's aim is to test the existence of the service recovery paradox.

To date, much of the literature exploring the service recovery paradox has generated mixed results. The paper argues that a service recovery paradox is a rare event, which makes its measurement difficult, since the “treatment group” sample size is usually too small to produce significant results. For that reason, the existence of the service recovery paradox in a banking context with more than 11,000 customer interviews based on actual customer encounters is tested.

Overall, the survey findings support the argument that a service recovery paradox is a rare event, and the hypothesized mean differences are, albeit significant, not very large, which diminishes their managerial relevance to some degree.

Because of the required extremely large sample size, no multi‐item measures were collected. Furthermore, privacy concerns restricted us from a longitudinal study and from linking the survey results to behavioural data. Both limitations are inherent in the chosen setting.

While a service failure offers an opportunity to create an excellent recovery, the likelihood of a service paradox is very low. The implications of verifying a service recovery paradox do not suggest that ineffective service followed by an outstanding service recovery is a viable strategy.

To the authors' knowledge, this is the first empirical study testing not only the existence of the service recovery paradox, but also exploring its magnitude and frequency. This is crucial because the paradox is a very rare event, which, in turn, limits its managerial relevance.

The purpose of this paper is to explore the role of technology through the study of electronic health record system in delivering patient‐centered services. The goal is to identify the antecedents and consequences of adopting a technology orientation (TECHOR) approach in a large‐scale hospital and healthcare system.

A grounded approach is used whereby extensive literature review and field studies were conducted over a two‐year period. The three major field research activities included observation on hospital premises, semi‐structured interviews, and focus group discussions with hospital employees from a large‐scale hospital and healthcare system.

The findings reveal that TECHOR is institutionalized as a result of its demonstrated effectiveness in delivering patient‐centered services with improved cost effectiveness, efficiency, safety, and quality control.

Empirical testing of the presented framework is an important future research direction to validate the current qualitative investigation.

By understanding the driving forces and consequences of TECHOR, healthcare managers can better understand and manage their technology initiatives. Such effort will help healthcare organizations to create new services in meeting evolving demands and establishing long‐lasting competitive advantage.

This paper fulfills a research gap by presenting a firm‐level construct crucial to successful planning and implementation of technology‐enabled health services.

The purpose of this paper is to reflect on the development and progression of the International Journal of Pharmaceutical and Healthcare Marketing and include comments on its future direction.

The paper takes the approach of an essay format.

The journal has published key papers in pharmaceutical and healthcare research and continues to develop an interdisciplinary character with contributions from scholarly and practice‐oriented sources.

The paper provides a contemporary appraisal of the status and positioning of the journal.

Over the last decade, customer experience management has gradually emerged as the most important activity for organisations. Organisations have turned towards leveraging the ubiquitous and easy-to-use technology in enhancing and enabling experience for the time-crunched customers of today who are looking for greater convenience and choices. It is therefore not surprising that disruptive technologies such as smartphones, virtual and augmented reality, cloud computing, big data analytics, Internet of things, artificial intelligence and robotics have also found their way into the design of customer experience. This chapter aims to present an overview of the technologies that have transformed the customer experience landscape. This chapter contributes by showcasing two illustrative cases from very diverse domains, a private sector bank and a public sector transportation organisation, to elucidate how India, a rapidly developing economy, is embracing technology to enhance the customer experience.

One of the most marginalized communities in India is the Lesbian, Gay, Bisexual and Transgender (LGBT) community which commonly experiences discrimination. Many studies have countered that the LGBT community faces high discrimination in the banking and financing industry. As a result, this study concentrates on this marginalized community and its acceptance and continuation habit regarding mobile wallets. Consequently, this study has considered continuance intentions as a response to confirm the progress of the mobile-wallet industry. Also, this study tried to study the relationship between behavioral intention (BI) and continuous intention (CI) which is seriously lacks in the library of literature. The research operationalized the stimulus–organism–response (SOR) framework for the conceptual model and surveyed 100 self-proclaimed members of the LGBT community in India. The analysis has been done using the partial least structure (PLS). The findings demonstrate that variables like perceived trust (PT) directly influence the BI. On the other hand, variables like perceived ease of use (PEoU), social influence (SI), and satisfaction (S) doesn’t influence BI of the LGBT Community. The main outcome was a favorable association between BI and CI. It will help the stakeholders to understand how important this new market avenue is and how it can be explored. To ensure safe and secure transactions, a group think tank composed of important parties (financial institutions, mobile-wallet providers, the government, security specialists, etc.) should make recommendations. Mobile-wallet providers will attain benefit from this study’s understanding of user categories and ability to tailor their service offers as per the community.

This chapter focuses on the ethnographic research approach that I employed in a service marketing study. The first part briefly describes ethnography’s key characteristics, that is, emergent research logic, prolonged fieldwork, and multiple modes of data collection, where the main method is observation. The second part discusses the data collection methods: participant observation, informal discussion, interview, and document analysis. This section describes in detail how these techniques were used in practice and highlights the key challenges I faced, especially related to the observations, and how I managed these challenges. The third part describes the case, field setting, informants, and field relationships. The development project that I studied concerned a bank’s website and project members from the bank and different consultant agencies represent the study’s informants. The fieldwork lasted for about one year and covered the entire development process from the initial stages to the launch, and some time after. The chapter ends with a thorough discussion about the research criteria of validity, reliability, and generality, and the coping tactics that I used in this study to enhance these. Prolonged fieldwork, multiple modes of data collection, reflexivity, and specification of the research are among those important tactics that this last section discusses in detail.