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 2022-01-01 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
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
The sorrows of methods researchers	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
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
Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior	23
Viewpoint: advancing service design with practitioners’ insights	22
Emotional AI as a facilitator of co-created service value in a health-care ecosystem: a collective framework	22
How customer incivility affects organization citizenship behavior: roles of depersonalization, resilience, and caring climate	20
Viewpoint: shaping resilient service ecosystems in times of crises – a trans-Tasman perspective	20
Transformative service research for human well-being: contextual challenges, place-based framework and SDGs	20
Neurophysiological responses to robot–human interactions in retail stores	19
Authenticity matters: investigating virtual tours’ impact on curiosity and museum visit intentions	19
Editorial: Well-being in service research: positioning decent work at the heart of sustainable service ecosystems	19
Robotic technologies and well-being for older adults living at home	19
Customer service co-creation literacy for better service value: evidence from the health-care sector	19
Circular service innovation: a value co-creation practices approach	19
Digital transformation for crisis preparedness: service employees’ perspective	19
Working it out: service displacement and the dynamics of consumer adaptation	19
Commentary – The ServCollab Perspective on Elevating Human Experience	18
Service inclusion for tourists with disabilities: scale development and validation	18
Research note: conceptualizing agentic luxury in luxury services	18
The service empowerment model: a collaborative approach to reducing vulnerability	18
Chatbots, service failure recovery, and online customer experience through lenses of frustration – aggression theory and signaling theory	18
Social mindfulness as an institutional arrangement to promote service employee well-being	17
Viewpoint: plotting a way forward for service research in and out of Africa	17
The interplay between physical and social servicescape: investigating negative CCI	17
Editorial: Interdisciplinary research in services marketing	17
Editorial: The limits of a service-dominated economy: the case for reindustrialization	17
When service becomes surveillance: pressures in FLE guardianship	16
Resistance of facial recognition payment service: a mixed method approach	16
Greenwashing and brand avoidance: examining green scepticism, green perceived risk, and green consumer confusion	16
The impact of social media use on customer experiences within physical service environments	16
Online value co-creation during the “dreaming” phase, brand image and uncertainty avoidance	16
The gloomy side of value co-creation for service employees	16
The role of information for the customer journey in mobile food ordering apps	15
Permissibility vs. Feasibility: AI in service from a CX perspective	15
The impact of value co-creation in sustainable services: understanding generational differences	15
Editorial: The end of an era: the decline of retail tourism in American cities	14
Co-creating customer experiences in service ecosystems: a study in a tourist destination	14
Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)	13
Wither vulnerable consumers? Meaningful dialogue about marketplace vulnerability	13
Can corporate social responsibility and recovery justice restore customer identification following service failure?	13
Antecedents and consequences of consumer hope for digital payment apps services	13
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
Which loyalty program do customers prefer: a coalition program or a single-firm program?	12
Advocating for consumers experiencing vulnerability: a typology and research agenda	12
Investigating the role of metaverse influencers’ attributes for the next generation of services	12
Reimagining the servicescape: a systematic review and multi-stakeholderconceptual framework	12
Elevating service research in Africa	11
To share or not to share screens with customers? Lessons from learning theories	11
This is my house! Exploring the differential effects of rapport on consumer space psychological ownership	11
Phygital service research (PSR): advancing FSR and TSR toward human-first experience design in hybrid physical-digital ecosystems	11

The inclusion delusion: service research’s dangerous disconnect from disabled reality	10
AI-enhanced literature reviews: liberating scholars for impact in service marketing	10
Out of the public eye: the art of redirection in webcare apologies	10
Seeking thrills during a crisis? A TSR and hierarchy of effects perspective of the transformative potential of travel	10
Men’s transformative health service use: rethinking customer experience of vulnerability	10
Liminal digital birthspaces: social media and consumer proactivity for well-being	10
Call it robot: anthropomorphic framing and failure of self-service technologies	10
I am supported: the influence of social network on customers in game live streaming	10
Co-creating inclusive public services with customers experiencing vulnerability	10
Immigrant customers’ service encounters: a thematic analysis and fsQCA study	10
Service-informed marketing reform	10
Seeking the resilience of service firms: a strategic learning process based on digital platform capability	10
Helping the organization but harming customers: a social identity perspective of unethical pro-organizational behavior	10
Viewpoint: from Star Trek to “Service Trek”: these are the voyages of the service community	10
Sustainable influencer services meet luxury: a risky match	10