OOIR: Observatory of International Research

Papers

(The H4-Index of Journal of Services Marketing is 27. 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
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
In-store augmented reality experiences and its effect on consumer perceptions and behaviour	38
SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services	36
The sorrows of methods researchers	36
Unveiling barriers and opportunities for LGBTQIA+ customer’s financial well-being	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
Enhancing phygital employee experience in high-involvement professional service organizations	30
Viewpoint: advancing service design with practitioners’ insights	30
Experience identification: connecting online engagement to offline loyalty	30
Multisensory healing: transformative service encounters in nonpharmacological therapies for cancer patients’ well-being	30
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

Enhanced review facilitation service for C2C support: machine learning approaches	29
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
Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior	27