Journal of Services Marketing
Scope & Guideline
Shaping the Conversation on Service Marketing Excellence
Introduction
Aims and Scopes
- Consumer Behavior and Engagement:
The journal emphasizes the exploration of consumer behavior in service contexts, investigating how customers engage with services and their emotional responses to service experiences. - Service Design and Innovation:
A core aim is to explore innovative service designs and their implications for value co-creation, customer satisfaction, and overall service quality. - Social Inclusion and Vulnerability:
The journal highlights research on vulnerable consumer segments, focusing on inclusion strategies and the transformative potential of services for marginalized groups. - Technology in Services:
There is a significant focus on the integration of technology in services, including the use of AI, digital platforms, and automation in enhancing service delivery and customer experience. - Sustainability and Ethics in Services:
The journal addresses the ethical implications of service marketing practices and the importance of sustainability in service delivery and design. - Interdisciplinary Approaches to Service Research:
The journal encourages interdisciplinary research that combines insights from marketing, sociology, psychology, and economics to enrich understanding of service dynamics.
Trending and Emerging
- Service Resilience and Recovery:
Increasingly, research is focusing on how service organizations build resilience in the face of crises, with insights into adaptive strategies and recovery processes. - Digital Transformation and AI Integration:
There is a growing emphasis on the role of digital transformation and AI in enhancing service delivery, customer experience, and operational efficiency. - Sustainability and Ethical Practices:
Sustainability has emerged as a critical theme, with research exploring how services can contribute to sustainable development goals and ethical business practices. - Consumer Vulnerability and Empowerment:
Emerging studies are focusing on understanding consumer vulnerability and the role of services in empowering marginalized groups, promoting inclusivity in service design. - Experience Economy and Value Co-Creation:
The trend towards valuing customer experiences and co-creation of service value is gaining momentum, with research highlighting collaborative processes between service providers and consumers.
Declining or Waning
- Traditional Service Marketing Models:
Research focusing on traditional service marketing models has decreased, as newer frameworks that incorporate digital interactions and customer co-creation have gained more attention. - Static Consumer Segmentation:
The reliance on static consumer segmentation strategies is waning, with a growing emphasis on dynamic and fluid approaches that consider changing consumer behaviors and contexts. - In-person Service Interactions:
Studies centered solely on in-person service interactions have declined, particularly with the rise of digital and hybrid service models that blend online and offline experiences. - Focus on B2C Services Exclusively:
There is a noticeable decline in studies that focus exclusively on business-to-consumer (B2C) services, with increased interest in business-to-business (B2B) service interactions and ecosystems. - Conventional Loyalty Programs:
Research on conventional loyalty programs is becoming less frequent, as scholars explore more innovative and experiential approaches to customer retention and engagement.
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