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This chapter offers descriptions of many current uses of video conferencing technology for the delivery of assistive technology (AT) services at a distance. It begins with definitions of remote AT services, virtual teams and virtual teamwork and moves to a discussion of the advantages and disadvantages of remote AT supports for individuals, teams and organisations. A review of research regarding the outcomes of remote services helps to clarify ways that assistive technology providers can enhance function and build agency capacity by working, at least in part, in a virtual support environment. The chapter provides a discussion of various aspects of virtual teamwork that affects how individuals work together remotely as well as potential barriers to the provision of remote AT services. Multiple examples are provided throughout as well as descriptions of specific features of video conference technology options that should be considered before adoption. A planning form for the integration of remote assistive technology supports into the array of AT support services is included.

As immersive technologies gain wider adoption, contemporary service researchers are tasked with studying their service experiences in ways that preserve and attend to their holistic and human characteristics. The purpose of this paper is to provide service researchers with a new qualitative approach to studying immersive technologies.

Using logic and following established methodological rules, this article develops the scope, definition and set of procedures for a novel form of netnography specifically adapted for the study of immersive technologies: immersive netnography. The research question is “How might netnography be adapted to research service experiences in virtual and augmented environments, which include and overlap with the notion of a Metaverse?”

Immersive netnography should be at the vanguard of phenomenological service experience studies of augmented reality, virtual reality and the Metaverse. A set of data collection, analysis, ethical and representational research practices, immersive netnography is adapted to digital media phenomena (customer and employee) that include immersive technology experiences. Developed through logical argumentation after analyzing key differences between social media and immersive technology, immersive netnography is procedurally customized for experience research in immersive technology environments.

Three of the most significant practical limitations to producing high-quality netnography are rapidly changing contexts, scarce time resources and narrow researcher skillsets.

Industries and organizations may benefit from a new, holistically focused, ethically robust and culturally attuned market research method for understanding service experience in immersive technology contexts.

There have been no prior studies that develop netnography for the service research opportunities presented by immersive technologies. By applying the rigorous methodological guidance provided in this paper, future service researchers may find value in using specifically adapted qualitative research methods to study immersive technology experiences.

This paper aims to examine the emerging field of reference in virtual worlds and attempts to determine its place among existing reference services. The virtual world of Second Life is the focus for these virtual world services. Advantages of virtual world reference are highlighted and drawbacks are discussed.

The paper examines two existing virtual world reference projects in an attempt to determine both the feasibility of virtual world reference and the level of need for such a service.

Both virtual world reference projects were successful and appear to indicate there is a need for reference within Second Life.

Virtual worlds and reference within these realms are at the very early stages. There is room for detailed analysis of issues raised within the paper.

The paper outlines the steps of creating a collaborative and institutional virtual world reference service, including training and implications.

This paper examines the emerging field of research and practice in virtual worlds and will be of significant interest to reference librarians.

The emergence of new social media is shifting the market place for business towards virtual market space. In the light of the emerging digital space for new forms of marketing, the traditional servicescape concept is critically examined. This paper aims to show why servicescape concepts and attitudes need to be adapted for digital media.

First, the authors explain how the traditional servicescape concept adds meaning to a service provider’s value-proposition by modifying customer expectations and customer experience. Second, recognising that the environment for service is no longer bound to a physical place, the authors discuss the implications of the epistemic shift involved.

The authors’ examination shows that digital service space challenges traditional concepts about what constitutes a customer experience and derived value. The authors conceptually “zoom out” into a virtual service eco-system and show with exemplar examples why the servicescape in digital space is more socially embedded and necessarily more fluid in its time-space design. In the more advanced sites, interactions between various artificial bodies (avatars) are co-created by controlling off-line participant-actors; yet, these participant-actors remain strangers to each other at an off-line level. This is entirely a new and radical development of old times.

The research findings are based on scholarly research of the relevant literature, from practitioner reports, and evidence emerging from the examination of many digital web-sites. It has not been the authors’ intention to objectively represent current servicescape functionalities but more to indicate the major directions of change with exemplar examples. The future cannot be predicted, but their interpretive conclusions suggest major challenges in service marketing and management logic ahead. New forms of digital servicescape are still being created as technology and service imagination enables, so further research interest in virtual atmospherics can be expected.

Social media platforms are enabling organisations to learn more about their customers and also to engage them more. In these changing times, bricks and mortar stores would be well advised to review their servicescape presence to allow and encourage engagement with the more involved consumers. And, by integrating their digital space into their physical place, bricks and mortar stores might take on more relationship oriented process-like characteristics, both in the digital space and in their physical places, with developments on one platform leading to possible service innovations on the other.

The digital era is changing consumer behaviour. Service managers need to take into account that many customers are already equally as engaged with digital-space social networks as they once were with bricks and mortar stores. The more time consumers as participant-actors spend in social networks, the decision on what and where to buy is decided by interactions with friends and other influencers.

New forms of digital servicescape are being created as technology and service imagination enables. Further scholarly research interest in virtual atmospherics can be expected, impacting on the authors’ sense of place, and self-identity.

This paper aims to analyse the common features of the virtual reference services provided by European and American libraries in order to evaluate the service from the user's perspective, taking into account the potential of Web 2.0 applications.

This research adopts a quantitative approach, to contribute to better understanding of the problems currently facing virtual reference services and offers solutions to them. The study also combines qualitative methodologies.

The study reports that virtual reference services in university communities have not changed significantly since they first appeared, and highlights the need to incorporate new technologies.

The paper draws attention to certain features of virtual reference services that are undervalued or have not attracted research interest, and calls for a technological shift in the services provided to users from the academic communities involved in this study.

Service encounters are becoming increasingly virtual through the infusion of computer-mediated technologies. Virtual services separate consumers and service providers both spatially and temporally. With the advent of virtual services is the need to theoretically explain how service separability is psychologically perceived by consumers across the spectrum of computer-mediated technologies. Drawing on construal-level theory, the purpose of this paper is to conceptualize a theoretical framework depicting consumer’s construal of spatial and temporal separation across a continuum of technology-mediated service virtuality.

The authors conducted two studies: first, to investigate consumers’ levels of mental construal associated with varying degrees of service separation across a spectrum of technology-mediated services; second, to empirically examine consumer evaluations of service quality in response to varying degrees of spatial and temporal service separation. These relationships were tested across two service industries: education and tourism.

Consumers mentally construe psychological distance in response to service separation and these observations vary across the spectrum of service offerings ranging from face-to-face (no psychological distance) through to virtual (spatially and temporally separated – high psychological distance) services. Further, spatial separation negatively affects consumers’ service evaluations; such that as service separation increases, consumers’ service evaluations decrease. No such significant findings support the similar effect of temporal separation on customer service evaluations. Moreover, specific service industry-based distances exist such that consumers responded differentially for a credence (education) vs an experiential (tourism) service.

Recent studies in services marketing have challenged the inseparability assumption inherent for services. This paper builds on this knowledge and is the first to integrate literature on construal-level theory, service separability, and virtual services into a holistic conceptual framework which explains variance in consumer evaluations of separated service encounters. This is important due to the increasingly virtual nature of service provider-customer interactions across a diverse range of service industries (i.e. banking and finance, tourism, education, and health care). Service providers must be cognisant of the psychological barriers which are imposed by increased technology infusion in virtual services.

The purpose of this paper is to discuss merging the virtual learning environment of online students with the traditionally face‐to‐face, physical service of research consultations in the form of virtual research consultations (VRCs).

A literature review discusses the importance of instruction in virtual reference, how to combat inherit challenges and foster an instructional experience during virtual reference interactions, and the value of research consultations. The case study then examines how the Distance Learning Librarian at Norwich University implemented a VRC service.

Based on the ease of maintenance, number of appointments made and verbal feedback from students, VRCs are a valuable addition to virtual reference services for online students. They facilitate instruction in reference, foster relationship building, and also prove a considerable tool for outreach.

The case study provides an example of a service that can be implemented at other institutions. The author also discusses alternative technology options.

There is little discussion in the literature of research consultations being incorporated into virtual reference services. With the growing focus in academia on online education and increasing accessibility of tools to foster a rich virtual learning environment, research consultations are a natural next step in virtual reference.

The purpose of this paper is to present a snapshot of virtual reference services (the use of instant messaging or chat for enquiries) in UK academic libraries, and provide information about software for libraries considering providing a virtual reference service.

The paper summarises the results of a 2008 UK‐wide survey of academic libraries and gives a brief overview and comparison matrix of top virtual reference software products as tested by the Virtual Enquiry Project.

Virtual reference services are not widespread in UK academic libraries. However, current service providers are planning to continue or expand services and a majority of academic libraries surveyed are considering starting a service.

This is the first survey of its kind among UK academic libraries.

Purpose — The purpose of this study is to describe the development of contents, visibility and use of two Library 2.0 services, Häme-Wiki and the Virtual Path map service, launched by Hämeenlinna City Library and based on crowdsourcing, service convergence and the application on Web 2.0 technology.

Design/methodology/approach — The development of the contents of the services were analysed by observing the increase in articles and other items published in them. The interest in these sites and their use were studied by the number of their contributors, users and downloads and by link analysis concerning inbound links. To gather users’ experiences, a Web survey was directed to the registered users by e-mail. A questionnaire for all users was linked to the front page of both services. Qualitative theme interviews were conducted with the staff of Hämeenlinna City Library to elicit their experiences concerning the use of the services and their impact on the work community.

Findings — The reception of the services was evidenced by the daily increasing number of published articles and maps, also indicating crowdsourcing. Their use was clearly described by the increasing download figures and inbound links. Both services offered users information not available elsewhere.

The study is limited by the low number of responses in the Web surveys.

Practical implications — Practical implications originate from the concrete examples of content sharing, crowdsourcing and service convergence which have not been much studied in library context.

Originality/value — The practical implications of the work also contribute to the value of the paper for developers of Web 2.0 services and service convergence.

The purpose of this paper is to investigate librarians' attitudes towards instruction in virtual reference transactions and to review relevant literature.

Librarians who provide virtual reference services are surveyed about attitudes towards providing instruction via virtual reference software. In addition to gathering demographic information respondents are asked to rate agreement or disagreement with statements about virtual references using a six‐point Likert scale.

The librarians surveyed see value in providing instruction during the virtual reference encounter, but also identify concerns and barriers. Discussion of Marchionini's concept of exploratory search and Madell and Muncer's study on control in computer mediated communication is used to highlight some characteristics of the virtual reference environment that might require unique pedagogy and reference practices.

Most respondents are from academic libraries, potentially limiting its applicability to public or special library settings and the survey does not explore the attitudes of librarians who do not currently provide virtual reference.

Findings will be useful for institutional or consortial virtual reference training as well as improving individual practice. Findings may also have policy and/or staffing implications for virtual reference programs.

There is limited literature that focuses specifically on either information literacy instruction during the virtual reference transaction or on librarians' attitudes towards providing instruction in the virtual reference transaction.