OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Services Marketing is 23. The table below lists those papers that are above that threshold based on CrossRef citation counts [max. 250 papers]. The publications cover those that have been published in the past four years, i.e., from 2022-01-01 to 2026-01-01.)

Article	Citations
Improving health service design and delivery for men: does gender targeting matter?	68
Commentary: “Back to the future” or “trapped in the future”? The future of services practice and research	58
When AI becomes afterlife: psychological factors driving acceptance of thanabots services	55
In this together: the long-term effect of a collective crisis on the retail and service sector	53
From service to social innovation with a service-dominant logic approach	52
Here today, gone tomorrow: services and their potential for permanent perishability	52
User-defined ecosystems in health and social care	46
Invisible rules: how institutional voids in base-of-the-pyramid markets influence adoption and diffusion of transformative service innovations	40
Towards a conceptualization of becoming an unexpected transformative service mediator: a process view in educational services	40
In-store augmented reality experiences and its effect on consumer perceptions and behaviour	39
Multisensory healing: transformative service encounters in nonpharmacological therapies for cancer patients’ well-being	38
Witnessing justice in action: how emotions, moral identity and commitment shape third-party reactions to service recovery	37
Service experience lies in the eye of the beholder: contextualizing extant literature toward integrating eye-tracking in service research	36
The impact of AI recommendation quality on service satisfaction: the moderating roles of standardization and customization	29
Service encounter and value co-creation in fundraising activities at the NPO sector	28
Enhanced review facilitation service for C2C support: machine learning approaches	28
Can service technologies make you feel justice like human agents?	28
The sorrows of methods researchers	27
A bicultural perspective on professional service providers’ pro bono motivations	27
Editorial: Marketing and consumer research at the intersection of services and public policy	27
Usage behavior of mHealth service users in Australia: do user demographics matter?	26
SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services	25
Experience identification: connecting online engagement to offline loyalty	24
Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior	23
Unveiling barriers and opportunities for LGBTQIA+ customer’s financial well-being	23

Patient-centered care in practice: hospital and online primary care settings	23
A voice for the silent: uncovering service exclusion practices	23