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 2022-08-01 to 2026-08-01.)

Article	Citations
Commentary: “Back to the future” or “trapped in the future”? The future of services practice and research	80
Here today, gone tomorrow: services and their potential for permanent perishability	69
Customer incivility, surface acting, burnout and well-being in gen Z hairdressers	66
Towards a conceptualization of becoming an unexpected transformative service mediator: a process view in educational services	54
Different shades of sharing in the sharing economy: a prototype theory approach	52
Discerning authenticity through symbolic and natural stimuli: an integrated servicescape model for AI service apps	49
Improving health service design and delivery for men: does gender targeting matter?	47
In-store augmented reality experiences and its effect on consumer perceptions and behaviour	38
When AI becomes afterlife: psychological factors driving acceptance of thanabots services	38
Invisible rules: how institutional voids in base-of-the-pyramid markets influence adoption and diffusion of transformative service innovations	38
Unveiling barriers and opportunities for LGBTQIA+ customer’s financial well-being	36
SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services	36
The sorrows of methods researchers	36
A bicultural perspective on professional service providers’ pro bono motivations	34
Usage behavior of mHealth service users in Australia: do user demographics matter?	33
Editorial: Marketing and consumer research at the intersection of services and public policy	32
A voice for the silent: uncovering service exclusion practices	32
Service encounter and value co-creation in fundraising activities at the NPO sector	31
Service experience lies in the eye of the beholder: contextualizing extant literature toward integrating eye-tracking in service research	31
Experience identification: connecting online engagement to offline loyalty	30
Multisensory healing: transformative service encounters in nonpharmacological therapies for cancer patients’ well-being	30
Enhancing phygital employee experience in high-involvement professional service organizations	30
Viewpoint: advancing service design with practitioners’ insights	30
Enhanced review facilitation service for C2C support: machine learning approaches	29
Patient-centered care in practice: hospital and online primary care settings	29

Witnessing justice in action: how emotions, moral identity and commitment shape third-party reactions to service recovery	29
Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior	27
Can service technologies make you feel justice like human agents?	27
The impact of AI recommendation quality on service satisfaction: the moderating roles of standardization and customization	27
Robotic technologies and well-being for older adults living at home	25
How customer incivility affects organization citizenship behavior: roles of depersonalization, resilience, and caring climate	24
Transformative service research for human well-being: contextual challenges, place-based framework and SDGs	24
Unexpected utilization of servicescape dimensions to support customers experiencing vulnerabilities	24
Emotional AI as a facilitator of co-created service value in a health-care ecosystem: a collective framework	24
Value destruction: the ugly side of virtual agents	23
Authenticity matters: investigating virtual tours’ impact on curiosity and museum visit intentions	23
Editorial: The limits of a service-dominated economy: the case for reindustrialization	23
Working it out: service displacement and the dynamics of consumer adaptation	22
The service empowerment model: a collaborative approach to reducing vulnerability	20
Human-centric experience in phygital retail: a sentiment-based comparison of hybrid and traditional touchpoints	20
How and for whom does customer incivility affect employee outcomes? A three-wave survey	20
Research note: conceptualizing agentic luxury in luxury services	19
Editorial: Well-being in service research: positioning decent work at the heart of sustainable service ecosystems	19
Circular service innovation: a value co-creation practices approach	19
Social mindfulness as an institutional arrangement to promote service employee well-being	18
Unveiling the drivers of remote employees’ intentions to use home as a service consumption hub: a configurational approach	18
The impact of social media use on customer experiences within physical service environments	18
Chatbots, service failure recovery, and online customer experience through lenses of frustration – aggression theory and signaling theory	18
When service becomes surveillance: pressures in FLE guardianship	18
The interplay between physical and social servicescape: investigating negative CCI	17
Understanding frontline employee phygital experiences through service-dominant logic and job demands-resources model	17
Transformative phygital service research (TPSR): an agenda for future research	17
Online value co-creation during the “dreaming” phase, brand image and uncertainty avoidance	17
Revisiting consumer socialization: a conceptual framework for phygital services	16
The gloomy side of value co-creation for service employees	16
Greenwashing and brand avoidance: examining green scepticism, green perceived risk, and green consumer confusion	16
The role of information for the customer journey in mobile food ordering apps	16
Resistance of facial recognition payment service: a mixed method approach	16
Editorial: The end of an era: the decline of retail tourism in American cities	15
Editorial: Interdisciplinary research in services marketing	15
Wither vulnerable consumers? Meaningful dialogue about marketplace vulnerability	14
Antecedents and consequences of consumer hope for digital payment apps services	14
Permissibility vs. Feasibility: AI in service from a CX perspective	14
An exploration of financial services digital encounters in developing countries	13
Decent yet indecent! Unveiling dual realities of fairwork in India’s ride-hailing sector	13
Co-creating customer experiences in service ecosystems: a study in a tourist destination	13
From self-motivated trials to risk-taking: how older consumers change after engaging with innovative technologies	13
Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)	13
Reimagining the servicescape: a systematic review and multi-stakeholderconceptual framework	12
Investigating the role of metaverse influencers’ attributes for the next generation of services	12
From anxiety to assurance: a mixed-methods journey into service innovation, trust and customer relationships	12
Editorial: Why human experience matters for service research	12
From static to smart: AI-generated dynamic scales for contextual marketing measurement	12
Can corporate social responsibility and recovery justice restore customer identification following service failure?	12
Advocating for consumers experiencing vulnerability: a typology and research agenda	12

Antecedents and consequences of sustainability-oriented service innovation from the manager’s perspective: the moderating role of sector type	12
Alexa, may I adopt you? The role of voice assistant empathy and user-perceived risk in customer service delivery	12
Examining online reviews and ratings by B2C and B2B customers: do digital service failure type and customer experience matter?	12
Unpacking task-technology fit: how hotel booking mobile applications’ agility and resilience strengthen trust and stickiness	12
Phygital service research (PSR): advancing FSR and TSR toward human-first experience design in hybrid physical-digital ecosystems	12
Online shopping acceptance among elderly consumers in Latin America	12
Erratum: Unpacking task–technology fit: how hotel booking mobile applications’ agility and resilience strengthen trust and stickiness	12
I am supported: the influence of social network on customers in game live streaming	11
Co-creating inclusive public services with customers experiencing vulnerability	11
To share or not to share screens with customers? Lessons from learning theories	11
Viewpoint: rethinking segmentation for practitioners – a practice-based framework for services marketing	11
Seeking thrills during a crisis? A TSR and hierarchy of effects perspective of the transformative potential of travel	11
This is my house! Exploring the differential effects of rapport on consumer space psychological ownership	11
Elevating service research in Africa	11
Which loyalty program do customers prefer: a coalition program or a single-firm program?	11
Immigrant customers’ service encounters: a thematic analysis and fsQCA study	10
The inclusion delusion: service research’s dangerous disconnect from disabled reality	10
Critical examination of academic marketing and service research’s philosophical foundation	10
Service-informed marketing reform	10
Men’s transformative health service use: rethinking customer experience of vulnerability	10
Viewpoint: from Star Trek to “Service Trek”: these are the voyages of the service community	10
Empowering African student workers in Poland’s fast-food industry: pathways to fair and supportive work	10
Flirting in service encounters: does the server’s sex matter?	10
Helping the organization but harming customers: a social identity perspective of unethical pro-organizational behavior	10
Sustainable influencer services meet luxury: a risky match	10
Out of the public eye: the art of redirection in webcare apologies	10
The impact of perceived crowding on customers’ desire for revenge in service failure situations and its underlying mechanisms	10