OOIR: Observatory of International Research

Papers

(The TQCC of Journal of Services Marketing is 11. 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 2021-06-01 to 2025-06-01.)

Article	Citations
Editorial: the “nip and tuck” service framework: bright and dark side of beautification/modification services	78
In this together: the long-term effect of a collective crisis on the retail and service sector	48
User-defined ecosystems in health and social care	47
Improving health service design and delivery for men: does gender targeting matter?	46
From service to social innovation with a service-dominant logic approach	45
WOW, the make-up AR app is impressive: a comparative study between China and South Korea	42
Drivers of the experience value of mobile money transfer service: Senegaleseuser perspectives	41
Commentary: “Back to the future” or “trapped in the future”? The future of services practice and research	40
In-store augmented reality experiences and its effect on consumer perceptions and behaviour	38
Usage behavior of mHealth service users in Australia: do user demographics matter?	35
SDG commentary: service ecosystems with the planet - weaving the environmental SDGs with human services	34
Experience identification: connecting online engagement to offline loyalty	33
Unveiling barriers and opportunities for LGBTQIA+ customer’s financial well-being	33
Patient-centered care in practice: hospital and online primary care settings	33
Enhanced review facilitation service for C2C support: machine learning approaches	29
Linking person–job fit and intrinsic motivation to salespeople’s service innovative behavior	29
A voice for the silent: uncovering service exclusion practices	29
Multisensory healing: transformative service encounters in nonpharmacological therapies for cancer patients’ well-being	29
The impact of AI recommendation quality on service satisfaction: the moderating roles of standardization and customization	27
Service encounter and value co-creation in fundraising activities at the NPO sector	26
Witnessing justice in action: how emotions, moral identity and commitment shape third-party reactions to service recovery	25
Service experience lies in the eye of the beholder: contextualizing extant literature toward integrating eye-tracking in service research	25
The sorrows of methods researchers	25
Authenticity matters: investigating virtual tours’ impact on curiosity and museum visit intentions	24
How customer incivility affects organization citizenship behavior: roles of depersonalization, resilience, and caring climate	23

Signaling authenticity for frontline service employees	23
Neurophysiological responses to robot–human interactions in retail stores	21
Robotic technologies and well-being for older adults living at home	21
Customer captivity, negative word of mouth and well-being: a mixed-methods study	21
Digital transformation for crisis preparedness: service employees’ perspective	21
Customer service co-creation literacy for better service value: evidence from the health-care sector	21
Customer engagement in online service brand communities	20
The robot-to-robot service encounter: an examination of the impact of inter-robot warmth	20
Viewpoint: shaping resilient service ecosystems in times of crises – a trans-Tasman perspective	20
Viewpoint: plotting a way forward for service research in and out of Africa	19
Working it out: service displacement and the dynamics of consumer adaptation	18
Commentary – The ServCollab Perspective on Elevating Human Experience	18
Service inclusion for tourists with disabilities: scale development and validation	18
Editorial: The limits of a service-dominated economy: the case for reindustrialization	17
Research note: conceptualizing agentic luxury in luxury services	16
Professionals’ interpersonal communications style: does it matter in building client psychological comfort?	16
Chatbots, service failure recovery, and online customer experience through lenses of frustration – aggression theory and signaling theory	16
Shaping service delivery through faith-based service inclusion: the case of the Salvation Army in Zambia	16
The service empowerment model: a collaborative approach to reducing vulnerability	16
The interplay between physical and social servicescape: investigating negative CCI	16
The gloomy side of value co-creation for service employees	15
Editorial: Interdisciplinary research in services marketing	15
The impact of social media use on customer experiences within physical service environments	14
The impact of value co-creation in sustainable services: understanding generational differences	14
A conceptual framework for transformative gamification services	14
Co-creating customer experiences in service ecosystems: a study in a tourist destination	14
The role of information for the customer journey in mobile food ordering apps	14
Resistance of facial recognition payment service: a mixed method approach	14
Patients’ experience sharing with online social media communities: a bottom-of-the-pyramid perspective	13
The impact of “capitalization” social support services on student-athlete well-being	13
Service robot acceptance in museums: an empirical study using the service robot acceptance model (sRAM)	13
Financial services experience and consumption in Nigeria	13
From static to smart: AI-generated dynamic scales for contextual marketing measurement	13
Addressing customer misbehavior contagion in access-based services	13
Wither vulnerable consumers? Meaningful dialogue about marketplace vulnerability	13
Can corporate social responsibility and recovery justice restore customer identification following service failure?	13
Investigating the role of metaverse influencers’ attributes for the next generation of services	13
An imitation game – supervisors’ influence on customer sweethearting	13
Antecedents and consequences of consumer hope for digital payment apps services	13
Alexa, may I adopt you? The role of voice assistant empathy and user-perceived risk in customer service delivery	13
Permissibility vs. Feasibility: AI in service from a CX perspective	13
Elevating service research in Africa	12
Seeking thrills during a crisis? A TSR and hierarchy of effects perspective of the transformative potential of travel	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	12
Which loyalty program do customers prefer: a coalition program or a single-firm program?	12
To share or not to share screens with customers? Lessons from learning theories	12
Lifetime deals: the role of software service offering in convincing consumers	11
Viewpoint: the need to evolve to a service logic mindset in Latin America	11
Out of the public eye: the art of redirection in webcare apologies	11

Learning from the resourceness blind spot for service innovation at the base of the pyramid	11
Men’s transformative health service use: rethinking customer experience of vulnerability	11
Service-informed marketing reform	11
Liminal digital birthspaces: social media and consumer proactivity for well-being	11
Helping the organization but harming customers: a social identity perspective of unethical pro-organizational behavior	11
Viewpoint: from Star Trek to “Service Trek”: these are the voyages of the service community	11