OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Services Marketing is 10. 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 2021-09-01 to 2025-09-01.)

Article	Citations
Here today, gone tomorrow: services and their potential for permanent perishability	55
Commentary: “Back to the future” or “trapped in the future”? The future of services practice and research	51
In-store augmented reality experiences and its effect on consumer perceptions and behaviour	48
In this together: the long-term effect of a collective crisis on the retail and service sector	48
Drivers of the experience value of mobile money transfer service: Senegaleseuser perspectives	46
Invisible rules: how institutional voids in base-of-the-pyramid markets influence adoption and diffusion of transformative service innovations	43
From service to social innovation with a service-dominant logic approach	41
User-defined ecosystems in health and social care	36
Editorial: the “nip and tuck” service framework: bright and dark side of beautification/modification services	34
Improving health service design and delivery for men: does gender targeting matter?	34
A bicultural perspective on professional service providers’ pro bono motivations	33
WOW, the make-up AR app is impressive: a comparative study between China and South Korea	33
The sorrows of methods researchers	32
Multisensory healing: transformative service encounters in nonpharmacological therapies for cancer patients’ well-being	31
SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services	31
Patient-centered care in practice: hospital and online primary care settings	30
Usage behavior of mHealth service users in Australia: do user demographics matter?	27
A voice for the silent: uncovering service exclusion practices	27
Unveiling barriers and opportunities for LGBTQIA+ customer’s financial well-being	25
Witnessing justice in action: how emotions, moral identity and commitment shape third-party reactions to service recovery	24
Enhanced review facilitation service for C2C support: machine learning approaches	23
Viewpoint: advancing service design with practitioners’ insights	23
Service experience lies in the eye of the beholder: contextualizing extant literature toward integrating eye-tracking in service research	22
Service encounter and value co-creation in fundraising activities at the NPO sector	22
Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior	22

Experience identification: connecting online engagement to offline loyalty	21
The impact of AI recommendation quality on service satisfaction: the moderating roles of standardization and customization	21
Viewpoint: shaping resilient service ecosystems in times of crises – a trans-Tasman perspective	21
Authenticity matters: investigating virtual tours’ impact on curiosity and museum visit intentions	20
How customer incivility affects organization citizenship behavior: roles of depersonalization, resilience, and caring climate	20
Neurophysiological responses to robot–human interactions in retail stores	19
Robotic technologies and well-being for older adults living at home	19
Digital transformation for crisis preparedness: service employees’ perspective	18
Customer service co-creation literacy for better service value: evidence from the health-care sector	18
Customer engagement in online service brand communities	18
Research note: conceptualizing agentic luxury in luxury services	17
Viewpoint: plotting a way forward for service research in and out of Africa	17
Commentary – The ServCollab Perspective on Elevating Human Experience	17
Working it out: service displacement and the dynamics of consumer adaptation	16
Chatbots, service failure recovery, and online customer experience through lenses of frustration – aggression theory and signaling theory	16
The impact of social media use on customer experiences within physical service environments	15
Resistance of facial recognition payment service: a mixed method approach	15
The service empowerment model: a collaborative approach to reducing vulnerability	15
Service inclusion for tourists with disabilities: scale development and validation	15
Editorial: The limits of a service-dominated economy: the case for reindustrialization	15
Online value co-creation during the “dreaming” phase, brand image and uncertainty avoidance	15
Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)	14
Professionals’ interpersonal communications style: does it matter in building client psychological comfort?	14
Editorial: Interdisciplinary research in services marketing	14
The role of information for the customer journey in mobile food ordering apps	14
The interplay between physical and social servicescape: investigating negative CCI	14
An imitation game – supervisors’ influence on customer sweethearting	14
The impact of value co-creation in sustainable services: understanding generational differences	14
The gloomy side of value co-creation for service employees	14
The impact of “capitalization” social support services on student-athlete well-being	13
Editorial: The end of an era: the decline of retail tourism in American cities	13
Wither vulnerable consumers? Meaningful dialogue about marketplace vulnerability	13
Addressing customer misbehavior contagion in access-based services	13
Antecedents and consequences of consumer hope for digital payment apps services	13
Permissibility vs. Feasibility: AI in service from a CX perspective	13
Patients’ experience sharing with online social media communities: a bottom-of-the-pyramid perspective	13
Co-creating customer experiences in service ecosystems: a study in a tourist destination	13
Investigating the role of metaverse influencers’ attributes for the next generation of services	12
From static to smart: AI-generated dynamic scales for contextual marketing measurement	12
Alexa, may I adopt you? The role of voice assistant empathy and user-perceived risk in customer service delivery	12
Can corporate social responsibility and recovery justice restore customer identification following service failure?	12
Co-creating inclusive public services with customers experiencing vulnerability	12
Advocating for consumers experiencing vulnerability: a typology and research agenda	12
Elevating service research in Africa	11
Seeking thrills during a crisis? A TSR and hierarchy of effects perspective of the transformative potential of travel	11
Service-informed marketing reform	11
Which loyalty program do customers prefer: a coalition program or a single-firm program?	11
Helping the organization but harming customers: a social identity perspective of unethical pro-organizational behavior	11
Viewpoint: from Star Trek to “Service Trek”: these are the voyages of the service community	11
“Is it all just lip service?”: on Instagram and the normalisation of the cosmetic servicescape	11

To share or not to share screens with customers? Lessons from learning theories	11
Men’s transformative health service use: rethinking customer experience of vulnerability	11
Towards a theory of well-being in digital sports viewing behavior	10
Critical examination of academic marketing and service research’s philosophical foundation	10
Marketing inclusive banking services to financially vulnerable consumers: a service design approach	10
The inclusion delusion: service research’s dangerous disconnect from disabled reality	10
Liminal digital birthspaces: social media and consumer proactivity for well-being	10
Comprehending roles of virtual service assistant’s warmth and competence for service co-creation versus service recovery	10
Out of the public eye: the art of redirection in webcare apologies	10
Seeking the resilience of service firms: a strategic learning process based on digital platform capability	10