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 2022-05-01 to 2026-05-01.)

Article	Citations
Commentary: “Back to the future” or “trapped in the future”? The future of services practice and research	74
From service to social innovation with a service-dominant logic approach	63
User-defined ecosystems in health and social care	60
Here today, gone tomorrow: services and their potential for permanent perishability	50
Improving health service design and delivery for men: does gender targeting matter?	48
Different shades of sharing in the sharing economy: a prototype theory approach	43
Towards a conceptualization of becoming an unexpected transformative service mediator: a process view in educational services	39
In-store augmented reality experiences and its effect on consumer perceptions and behaviour	37
Invisible rules: how institutional voids in base-of-the-pyramid markets influence adoption and diffusion of transformative service innovations	34
When AI becomes afterlife: psychological factors driving acceptance of thanabots services	33
Patient-centered care in practice: hospital and online primary care settings	32
Usage behavior of mHealth service users in Australia: do user demographics matter?	32
The impact of AI recommendation quality on service satisfaction: the moderating roles of standardization and customization	32
Witnessing justice in action: how emotions, moral identity and commitment shape third-party reactions to service recovery	30
Enhanced review facilitation service for C2C support: machine learning approaches	29
Service experience lies in the eye of the beholder: contextualizing extant literature toward integrating eye-tracking in service research	29
Experience identification: connecting online engagement to offline loyalty	28
Editorial: Marketing and consumer research at the intersection of services and public policy	28
A bicultural perspective on professional service providers’ pro bono motivations	28
Service encounter and value co-creation in fundraising activities at the NPO sector	27
Viewpoint: advancing service design with practitioners’ insights	27
A voice for the silent: uncovering service exclusion practices	27
Enhancing phygital employee experience in high-involvement professional service organizations	25
Multisensory healing: transformative service encounters in nonpharmacological therapies for cancer patients’ well-being	25
Can service technologies make you feel justice like human agents?	25

Unveiling barriers and opportunities for LGBTQIA+ customer’s financial well-being	24
The sorrows of methods researchers	24
SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services	24
Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior	23
Transformative service research for human well-being: contextual challenges, place-based framework and SDGs	23
Customer service co-creation literacy for better service value: evidence from the health-care sector	23
How customer incivility affects organization citizenship behavior: roles of depersonalization, resilience, and caring climate	23
Value destruction: the ugly side of virtual agents	23
Robotic technologies and well-being for older adults living at home	23
Emotional AI as a facilitator of co-created service value in a health-care ecosystem: a collective framework	22
Authenticity matters: investigating virtual tours’ impact on curiosity and museum visit intentions	22
How and for whom does customer incivility affect employee outcomes? A three-wave survey	21
Editorial: Well-being in service research: positioning decent work at the heart of sustainable service ecosystems	21
Chatbots, service failure recovery, and online customer experience through lenses of frustration – aggression theory and signaling theory	21
Editorial: The limits of a service-dominated economy: the case for reindustrialization	20
Research note: conceptualizing agentic luxury in luxury services	20
Working it out: service displacement and the dynamics of consumer adaptation	20
Commentary – The ServCollab Perspective on Elevating Human Experience	19
Service inclusion for tourists with disabilities: scale development and validation	19
The service empowerment model: a collaborative approach to reducing vulnerability	18
Circular service innovation: a value co-creation practices approach	18
Greenwashing and brand avoidance: examining green scepticism, green perceived risk, and green consumer confusion	16
The role of information for the customer journey in mobile food ordering apps	16
Editorial: Interdisciplinary research in services marketing	16
Resistance of facial recognition payment service: a mixed method approach	16
Social mindfulness as an institutional arrangement to promote service employee well-being	16
When service becomes surveillance: pressures in FLE guardianship	15
The interplay between physical and social servicescape: investigating negative CCI	15
Online value co-creation during the “dreaming” phase, brand image and uncertainty avoidance	15
The impact of social media use on customer experiences within physical service environments	15
Revisiting consumer socialization: a conceptual framework for phygital services	15
Editorial: The end of an era: the decline of retail tourism in American cities	14
The gloomy side of value co-creation for service employees	14
Decent yet indecent! Unveiling dual realities of fairwork in India’s ride-hailing sector	14
Permissibility vs. Feasibility: AI in service from a CX perspective	14
Wither vulnerable consumers? Meaningful dialogue about marketplace vulnerability	13
Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)	13
Co-creating customer experiences in service ecosystems: a study in a tourist destination	12
Alexa, may I adopt you? The role of voice assistant empathy and user-perceived risk in customer service delivery	12
Unpacking task-technology fit: how hotel booking mobile applications’ agility and resilience strengthen trust and stickiness	12
From static to smart: AI-generated dynamic scales for contextual marketing measurement	12
From self-motivated trials to risk-taking: how older consumers change after engaging with innovative technologies	12
An exploration of financial services digital encounters in developing countries	12
Reimagining the servicescape: a systematic review and multi-stakeholderconceptual framework	12
Antecedents and consequences of consumer hope for digital payment apps services	12
Can corporate social responsibility and recovery justice restore customer identification following service failure?	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
Which loyalty program do customers prefer: a coalition program or a single-firm program?	11
Co-creating inclusive public services with customers experiencing vulnerability	11

I am supported: the influence of social network on customers in game live streaming	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
Online shopping acceptance among elderly consumers in Latin America	11
From anxiety to assurance: a mixed-methods journey into service innovation, trust and customer relationships	11
Seeking thrills during a crisis? A TSR and hierarchy of effects perspective of the transformative potential of travel	11
Antecedents and consequences of sustainability-oriented service innovation from the manager’s perspective: the moderating role of sector type	11
To share or not to share screens with customers? Lessons from learning theories	11
Elevating service research in Africa	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
Men’s transformative health service use: rethinking customer experience of vulnerability	10
Viewpoint: rethinking segmentation for practitioners – a practice-based framework for services marketing	10
Immigrant customers’ service encounters: a thematic analysis and fsQCA study	10
Empowering African student workers in Poland’s fast-food industry: pathways to fair and supportive work	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
The inclusion delusion: service research’s dangerous disconnect from disabled reality	10