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The purpose of this paper is to develop theory on effective buyer‐seller interaction for different types of business services. A classification of business services which identifies four service types based on how they are used by the buying company is used.

Propositions based on earlier work in this area and validate these empirically by studying interaction in nine ongoing service exchanges at two different buying companies are developed.

For the three service types that could be identified in the case companies, the extent to which companies display a pattern of interaction that is in line with the proposed pattern has a positive effect on service exchange success has been largely found. Some aspects of the proposed patterns, however, seem less critical for success than others, leading to minor revisions in the effective patterns of interaction.

The main limitation of this study is that only the interaction patterns for three of the four service types could be empirically validated in this paper. Further studies, exclusively aimed at testing the effectiveness of the revised interaction patterns, need to encompass all four service types.

The research eventually holds valuable implications for buying firms regarding the explicit and effective differentiation in interacting with their external service providers. Conversely, service providers should think about how their customers use their service to involve the appropriate seller representatives and address the right issues in the ongoing interaction.

The paper contributes to the body of knowledge in operations management by focusing on the design and management of a series of service encounters in business‐to‐business relationships. It is a first step towards empirical validation in an area with scant theoretical development.

The purpose of this paper is to explore current marketing communication mixes (MCMs) in two industries, electronics home appliance stores (face-to-face interaction) and remote care (interface-mediated interaction), to propose marketing strategies from the perspective of service design and determine the relationships between service interaction patterns and MCMs in the pre-service phase.

Six industry experts in marketing were interviewed through semi-structured interviews, the topic of which focused on the details of five MCMs and their correlations were analyzed using a customer journey maps. Finally, the MCMs were further explored to verify differences in attractiveness to customers, respectively.

The result showed that the most attractive activity for the electronics home appliance stores customer is the promotion. And the four face-to-face service interaction patterns and MCMs exhibited a low correlation. In addition, the customers of remote care service argued that the personnel selling was the most attractive MCMs to them. For customers who utilize smart devices to communicate with advertisement exhibited the highest correlation coefficient.

The limitation of this study is that the research only conducts interview research on two service industries.

This study was expected to develop improved marketing communication strategies to remedy the sales predicament induced by virtual channels and to increase people’s acceptance of remote care service.

The value of this paper is to analyze the correlation and difference of MCMs and service interaction patterns between electronics home appliance stores and remote care, and propose a structural model of MCMs for two different industries.

A vast body of literature has documented the negative consequences of stress on employee performance and well-being. These deleterious effects are particularly pronounced for service agents who need to constantly endure and manage customer emotions. The purpose of this paper is to introduce and describe a deep learning model to predict in real-time service agent stress from emotion patterns in voice-to-voice service interactions.

A deep learning model was developed to identify emotion patterns in call center interactions based on 363 recorded service interactions, subdivided in 27,889 manually expert-labeled three-second audio snippets. In a second step, the deep learning model was deployed in a call center for a period of one month to be further trained by the data collected from 40 service agents in another 4,672 service interactions.

The deep learning emotion classifier reached a balanced accuracy of 68% in predicting discrete emotions in service interactions. Integrating this model in a binary classification model, it was able to predict service agent stress with a balanced accuracy of 80%.

Service managers can benefit from employing the deep learning model to continuously and unobtrusively monitor the stress level of their service agents with numerous practical applications, including real-time early warning systems for service agents, customized training and automatically linking stress to customer-related outcomes.

The present study is the first to document an artificial intelligence (AI)-based model that is able to identify emotions in natural (i.e. nonstaged) interactions. It is further a pioneer in developing a smart emotion-based stress measure for service agents. Finally, the study contributes to the literature on the role of emotions in service interactions and employee stress.

The web service choreography description language (WS‐CDL) is a specification for describing multi‐party collaboration based on web services from a global point‐of‐view. WS‐CDL is designed to be used in conjunction with the web services business process execution language (WS‐BPEL or BPEL). As WS‐CDL is a new choreography language, there has been doubt about the feasibility of a transformation to BPEL. This article aims to show how BPEL process definitions of parties involved in a choreography can be derived from the global WS‐CDL model and what the limitations of such a derivation are.

The authors implemented a prototype of the mappings as a proof of concept.

The automatic transformation leverages the quality of software components interacting in the choreography as advocated in the model driven architecture (MDA) concept. The mapping reveals that some information has to be added manually to the generated BPEL, in particular, choice conditions and private activities.

A comprehensive evaluation of WS‐CDL with respect to the interaction patterns is still missing. As a resolution to this issue, the authors propose the modelling of choreographies by the help of a more abstract language – in the sense of being more independent of underlying technology – like UML 2.0 Activity Diagrams.

The automation of the mapping offers substantial speed‐up of the engineering process. Additionally, the automatic generation of BPEL stubs minimizes the risk of inconsistent process implementations by the parties.

The core contribution is to show how BPEL process definitions for parties involved in a choreography can be derived from a global WS‐CDL model.

This study provides a comprehensive framework of adaptation in triadic business relationship settings in the service sector. The framework is based on the industrial network approach (see, e.g., Axelsson & Easton, 1992; Håkansson & Snehota, 1995a). The study describes how adaptations initiate, how they progress, and what the outcomes of these adaptations are. Furthermore, the framework takes into account how adaptations spread in triadic relationship settings. The empirical context is corporate travel management, which is a chain of activities where an industrial enterprise, and its preferred travel agency and service supplier partners combine their resources. The scientific philosophy, on which the knowledge creation is based, is realist ontology. Epistemologically, the study relies on constructionist processes and interpretation. Case studies with in-depth interviews are the main source of data.

Even as retailers add digital features to their physical stores and equip their service teams with digital devices, no research has addressed the implications of frontline employees (FLEs) sharing a screen side-by-side with customers as a contemporary service practice. This paper aims to identify the potential customer benefits of this service practice.

Noting the lack of theoretical considerations of screen-sharing in marketing, this paper adopts an interdisciplinary approach and combines learning theories with computer-supported collaborative learning topics to explore how screen-sharing service practices can lead to benefits or drawbacks.

The findings specify three main domains of perceived benefits and drawbacks (instrumental, social link, individual control) associated with using a screen-sharing service. These three dimensions in turn are associated with perceptions of accepted or unaccepted expertise status and relative competence.

The interdisciplinary perspective applied to a complex new service interaction pattern produces a comprehensive framework that can be applied by services marketing literature.

This paper details tactics for developing appropriate training programmes for FLEs and sales teams. In omnichannel service environments, identifying and leveraging the key perceived benefits of screen-sharing can establish enviable competitive advantages for service teams.

By integrating findings of a qualitative research study with knowledge stemming from education sciences, this paper identifies some novel service postures (e.g. teacher, peer, facilitator) that can help maximise customer benefits.

The authors contribute to practice-driven institutionalism by examining how the introduction of new field-level evaluation practices may facilitate encroachment of highly institutionalized organizational fields by new institutional logics. The authors conducted an inductive study of a trial of social impact bonds in the field of social integration services in Finland. Our analysis elaborates how new field-level evaluation practices created an experimental space that induced organizational practice experimentation, reconfigured relationships among field members, and lowered the barriers to entry for new organizations. The authors theorize how evaluation practices may create experimental spaces by suspending the carriers of established logics and legitimizing institutional innovations. The authors further elaborate how such spaces can bring about a parallel “shadow field” by inducing bottom-up experimentation aligned with a new institutional logic.

Exoskeletons are characterized as wearable, mechanical orthoses that augment the physical performance of the wearer, enhance productivity and employee well-being when used in value producing contexts. However, limited research involving exoskeleton usage by service employees in frontline contexts has been undertaken within service research. The purpose of this paper is to provide an overview of exoskeleton research undertaken within the context of value-producing roles, introduce exoskeletons conceptually to the service research domain, provide new conceptualizations of service exchange interactions involving physically augmented service actors and propose future avenues of exoskeleton research in alignment with key service theories.

A multi-disciplinary structured literature review based on the preferred reporting items for systematic reviews and meta-analyses method was undertaken across a variety of literature fields. A final selection of n = 25 papers was selected for analysis from an initial sample of N = 3,537. Given the emergent nature of exoskeleton research and the variety of methodology types used between literature fields, a thematic analysis approach was used for analysing identified papers.

The literature review identified four main themes within role-focused exoskeleton research. These themes informed proposals for future exoskeleton research with respect to key service theories and typologies. The findings demonstrate that the presence of an exoskeleton changes the behaviours and interactions of service employees. The augmented social presence AugSP typology is conceptualized to explain the influences of human enhancement technologies (HETs) within service actor interactions.

This research introduces the AugSP typology to conceptualize the impacts that exoskeletons and HETs impose within technologically mediated service interactions and provides a service-specific definition of exoskeleton technology to guide future service research involving the technology.

This paper aims to present how iterative round‐trip modelling between two different business process modelling tools can be enabled on a conceptual level. Iterative round‐trip modelling addresses model transformations between high‐level business and executable process models, and how to maintain these transformations in change time. Currently, the development of these process models is supported by different tools. To the authors' best knowledge, no coherent collaborative tool environment exists that supports iterative round‐trip modelling.

This paper is primarily based on a literature review of state‐of‐the‐art business to IT transformations regarding business process modelling. The architecture of integrated information systems (ARIS) and Cordys tools are used as an example case in this research. ARIS is a business process analysis (BPA) tool suited for analyzing and designing business processes, while the execution and monitoring of these processes is allowed by Cordys, a business process management suite (BPMS). The theory is used for transforming between ARIS event‐driven process chains from the business perspective and business process modelling notation in Cordys from the IT perspective.

A conceptual framework is proposed to couple a BPA and BPMS tool for round‐trip business process modelling. The framework utilizes concepts from the model‐driven architecture for structurally addressing interoperability and model transformations. Ensuring iterative development with two tools requires traceability of model transformations.

In many organizations, BPA and BPMS tools are used for business process modelling. These are in practice often two different worlds, while they concern around the same business processes. Maintaining multiple versions of the same process models across two tools is a considerable task, as they often are subject to design changes. Interoperability between a BPA and BPMS tool will minimize redundant activities, and reduce business to IT deployment time.

This research provides a theoretical base for coupling a BPA and BPMS tool regarding iterative round‐trip modelling. It provides an overview of the current state‐of‐the‐art literature of business process modelling transformations, and what is necessary for maintaining interoperability between tools. The findings indicate what is expected in tool support for iterative development in business process modelling from analysis and design to execution.

The purpose of this paper is to explore the contribution of conversation as an element of interaction that occurs in a hairdressing service encounter with the aim of seeking to understand variations in conversation between “short” and “long‐term” clients; how conversation contributes to the development of “commercial friendships”; and how relationships develop through conversation.

Quota sampling is used to select eight hairdressing service encounters in one Australian salon for recording and subsequent interviews with clients. Quotas address gender and duration of continued patronage. Conversations and interviews were analysed thematically and using conversation analysis.

The progress and evolution of conversations varied between short and long‐term customers; topics also varied by this classification as well as gender. Conversation played an important function with respect to building friendship with the service provider; conversation also assisted in the development of long‐term relationships.

Apart from the small sample, the study was highly contextualised because it investigated encounters in a single hairdressing salon and explored perceptions of the service conversation from the perspective of only one party to the conversation, the client.

The findings point out the important role non‐task conversation can play in retaining customers in people‐processing services. Service providers perhaps can achieve more to improve the service experience and satisfaction of customers by placing less emphasis on the need for physical resources or promotion, instead focussing on the intangible of improving the conversation skills of their providers. More non‐task conversation and less task‐related talk may also facilitate a closer relationship between hairdresser and client. Further research on the nature and role of conversation during service encounters should offer guidance for improving the conversation skills of service providers and in improving customer retention.

This study specifically focuses on the role and nature of non‐task conversation as a specific aspect contributing to a customer's service encounter experience in a people processing service.