Research Agenda for Service Marketing

Edited by Olivier Furrer, Professor of Marketing, Department of Management, Mikèle Landry, Research Assistant, Department of Management, Chloé Baillod, Research Assistant, Department of Management, University of Fribourg and Jie Yu Kerguignas, Assistant Professor, EHL Hospitality Business School, University of Applied Sciences and Arts Western Switzerland (HES-SO), Delémont, Switzerland

• Contents:PART I INTRODUCTION1 A growth-share matrix of service marketingresearch themes 3Olivier Furrer, Chloé Baillod, and Mikèle LandryPART II RESEARCH ON TECHNOLOGY AND E-SERVICES2 Service robots and their implications for servicedelivery 23Jochen Wirtz, Werner H. Kunz, Stefanie Paluch,and Valentina Pitardi3 Omnichannel services 43Ilaria Dalla PozzaPART III RESEARCH ON THE SERVICE-DOMINANT LOGIC (SDL)4 Understanding how service ecosystem actorscollaborate for value cocreation 67Bo Edvardsson and Bård TronvollPART IV RESEARCH ON EMOTIONS IN SERVICE ENCOUNTERS5 Emotions in service encounters: a review andresearch agenda 91Cécile DelcourtPART V RESEARCH ON SERVICE INNOVATION6 Market Services Innovations Networks (MSINs):enriching the network lineage in innovation studies 131Benoît Desmarchelier, Faridah Djellal and Faïz GalloujPART VI RESEARCH ON THE ENVIRONMENTALCONTEXT OF SERVICES7 The future of research on customer-to-customerinteraction (CCI) 181Richard NichollsPART VII ETHICS8 Advocating human rights and SustainableDevelopment Goals: an ecosystem-basedTransformative Service Research (TSR) approach 223Rodoula H. Tsiotsou, Sertan Kabadayi, andRaymond P. Fisk9 Strengths-based service solutions: mapping a wayforward in marketplace vulnerabilities 249Janet Davey, Raechel Johns, and Henna M. LeinoPART VIII SERVICE ENCOUNTERS10 Intercultural service encounters in thepost-COVID-19 world: a research agenda 281Piyush Sharma11 From customer to digital to civic to transformativeengagement: a conceptual framework and futureresearch directions 297Rodoula H. TsiotsouPART IX CONCLUSION: LOOKING TO A MORE DISTANT FUTURE12 Revisiting “classic” service research themes in thelight of new emerging themes 325J. Joseph Cronin, Jr.13 Expansion and refocusing: two alternativetrajectories for service marketing research 351Olivier Furrer and Jie Yu KerguignasIndex

‘This volume on a research agenda for service marketing offers a both broad and highly relevant view on new angles on service marketing that needs to be addressed following the fast development of technologies, such as AI, robots and digitalization in general, and the business environment. It not only looks into new areas to be included in the service marketing domain, but also brings to the fore “classic” service topics, such as service quality and recovery. The very concept of service could be concluded among such topics important to study in the future.’