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 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
WOW, the make-up AR app is impressive: a comparative study between China and South Korea	36
A voice for the silent: uncovering service exclusion practices	36
Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior	33
Usage behavior of mHealth service users in Australia: do user demographics matter?	33
The sorrows of methods researchers	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
Multisensory healing: transformative service encounters in nonpharmacological therapies for cancer patients’ well-being	25
Patient-centered care in practice: hospital and online primary care settings	25
Witnessing justice in action: how emotions, moral identity and commitment shape third-party reactions to service recovery	24
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
Experience identification: connecting online engagement to offline loyalty	23
Viewpoint: advancing service design with practitioners’ insights	23

Unveiling barriers and opportunities for LGBTQIA+ customer’s financial well-being	22
Can service technologies make you feel justice like human agents?	22
Emotional AI as a facilitator of co-created service value in a health-care ecosystem: a collective framework	20
SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services	20
Viewpoint: shaping resilient service ecosystems in times of crises – a trans-Tasman perspective	20
Neurophysiological responses to robot–human interactions in retail stores	19
Customer service co-creation literacy for better service value: evidence from the health-care sector	18
Robotic technologies and well-being for older adults living at home	18
Digital transformation for crisis preparedness: service employees’ perspective	18
Authenticity matters: investigating virtual tours’ impact on curiosity and museum visit intentions	18
How customer incivility affects organization citizenship behavior: roles of depersonalization, resilience, and caring climate	18
Viewpoint: plotting a way forward for service research in and out of Africa	17
Chatbots, service failure recovery, and online customer experience through lenses of frustration – aggression theory and signaling theory	17
Circular service innovation: a value co-creation practices approach	17
Working it out: service displacement and the dynamics of consumer adaptation	17
The service empowerment model: a collaborative approach to reducing vulnerability	17
Editorial: The limits of a service-dominated economy: the case for reindustrialization	17
Commentary – The ServCollab Perspective on Elevating Human Experience	17
The role of information for the customer journey in mobile food ordering apps	16
The interplay between physical and social servicescape: investigating negative CCI	16
Online value co-creation during the “dreaming” phase, brand image and uncertainty avoidance	16
Research note: conceptualizing agentic luxury in luxury services	16
Editorial: Interdisciplinary research in services marketing	16
Service inclusion for tourists with disabilities: scale development and validation	16
Resistance of facial recognition payment service: a mixed method approach	15
The gloomy side of value co-creation for service employees	15
The impact of social media use on customer experiences within physical service environments	15
Editorial: The end of an era: the decline of retail tourism in American cities	15
The impact of value co-creation in sustainable services: understanding generational differences	15
Wither vulnerable consumers? Meaningful dialogue about marketplace vulnerability	14
Co-creating customer experiences in service ecosystems: a study in a tourist destination	14
Addressing customer misbehavior contagion in access-based services	14
Permissibility vs. Feasibility: AI in service from a CX perspective	14
Patients’ experience sharing with online social media communities: a bottom-of-the-pyramid perspective	14
Antecedents and consequences of consumer hope for digital payment apps services	14
The impact of “capitalization” social support services on student-athlete well-being	14
Advocating for consumers experiencing vulnerability: a typology and research agenda	13
From static to smart: AI-generated dynamic scales for contextual marketing measurement	13
Can corporate social responsibility and recovery justice restore customer identification following service failure?	13
Reimagining the servicescape: a systematic review and multi-stakeholderconceptual framework	13
Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)	13
I am supported: the influence of social network on customers in game live streaming	12
Elevating service research in Africa	12
Alexa, may I adopt you? The role of voice assistant empathy and user-perceived risk in customer service delivery	12
Investigating the role of metaverse influencers’ attributes for the next generation of services	12
Which loyalty program do customers prefer: a coalition program or a single-firm program?	12
Co-creating inclusive public services with customers experiencing vulnerability	12
“Is it all just lip service?”: on Instagram and the normalisation of the cosmetic servicescape	11
Seeking thrills during a crisis? A TSR and hierarchy of effects perspective of the transformative potential of travel	11
To share or not to share screens with customers? Lessons from learning theories	11

Immigrant customers’ service encounters: a thematic analysis and fsQCA study	10
Helping the organization but harming customers: a social identity perspective of unethical pro-organizational behavior	10
Out of the public eye: the art of redirection in webcare apologies	10
Viewpoint: from Star Trek to “Service Trek”: these are the voyages of the service community	10
Service-informed marketing reform	10
Comprehending roles of virtual service assistant’s warmth and competence for service co-creation versus service recovery	10
The inclusion delusion: service research’s dangerous disconnect from disabled reality	10
Men’s transformative health service use: rethinking customer experience of vulnerability	10
Viewpoint: the need to evolve to a service logic mindset in Latin America	10