OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Services Marketing is 23. 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 2021-11-01 to 2025-11-01.)

Article	Citations
Editorial: the “nip and tuck” service framework: bright and dark side of beautification/modification services	63
Improving health service design and delivery for men: does gender targeting matter?	54
Invisible rules: how institutional voids in base-of-the-pyramid markets influence adoption and diffusion of transformative service innovations	52
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
When AI becomes afterlife: psychological factors driving acceptance of thanabots services	46
In this together: the long-term effect of a collective crisis on the retail and service sector	44
Here today, gone tomorrow: services and their potential for permanent perishability	40
In-store augmented reality experiences and its effect on consumer perceptions and behaviour	39
From service to social innovation with a service-dominant logic approach	37
A voice for the silent: uncovering service exclusion practices	36
WOW, the make-up AR app is impressive: a comparative study between China and South Korea	36
Usage behavior of mHealth service users in Australia: do user demographics matter?	33
The sorrows of methods researchers	33
Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior	33
The impact of AI recommendation quality on service satisfaction: the moderating roles of standardization and customization	27
A bicultural perspective on professional service providers’ pro bono motivations	27
Patient-centered care in practice: hospital and online primary care settings	25
Multisensory healing: transformative service encounters in nonpharmacological therapies for cancer patients’ well-being	25
Enhanced review facilitation service for C2C support: machine learning approaches	24
Service experience lies in the eye of the beholder: contextualizing extant literature toward integrating eye-tracking in service research	24
Service encounter and value co-creation in fundraising activities at the NPO sector	24
Witnessing justice in action: how emotions, moral identity and commitment shape third-party reactions to service recovery	24
Viewpoint: advancing service design with practitioners’ insights	23
Experience identification: connecting online engagement to offline loyalty	23