OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Services Marketing is 22. 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 2021-10-01 to 2025-10-01.)

Article	Citations
Invisible rules: how institutional voids in base-of-the-pyramid markets influence adoption and diffusion of transformative service innovations	60
Commentary: “Back to the future” or “trapped in the future”? The future of services practice and research	51
User-defined ecosystems in health and social care	50
In this together: the long-term effect of a collective crisis on the retail and service sector	50
Editorial: the “nip and tuck” service framework: bright and dark side of beautification/modification services	49
Improving health service design and delivery for men: does gender targeting matter?	45
WOW, the make-up AR app is impressive: a comparative study between China and South Korea	42
From service to social innovation with a service-dominant logic approach	40
In-store augmented reality experiences and its effect on consumer perceptions and behaviour	38
Here today, gone tomorrow: services and their potential for permanent perishability	36
When AI becomes afterlife: psychological factors driving acceptance of thanabots services	35
Usage behavior of mHealth service users in Australia: do user demographics matter?	34
Experience identification: connecting online engagement to offline loyalty	33
Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior	33
Can service technologies make you feel justice like human agents?	32
SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services	31
A bicultural perspective on professional service providers’ pro bono motivations	27
Multisensory healing: transformative service encounters in nonpharmacological therapies for cancer patients’ well-being	27
Patient-centered care in practice: hospital and online primary care settings	24
Unveiling barriers and opportunities for LGBTQIA+ customer’s financial well-being	24
Viewpoint: advancing service design with practitioners’ insights	23
Witnessing justice in action: how emotions, moral identity and commitment shape third-party reactions to service recovery	23
Service encounter and value co-creation in fundraising activities at the NPO sector	22
Enhanced review facilitation service for C2C support: machine learning approaches	22