Call for Papers for a Special Issue of the Journal of Services Marketing.
“Marketing and Consumer Research at the Intersection of Services and Public Policy”
Co-Guest editors: Azzari CN, Bennett A & Walker K
Deadline: 15 January 2026
The Journal of Services Marketing invites submissions for a special issue that explores the intersection of services marketing and public policy research. This special issue seeks to advance knowledge at the nexus of these domains, integrating perspectives from both services marketing (as typically found in the Journal of Services Marketing) and marketing and public policy research (as found in the Journal of Public Policy & Marketing). We welcome research that deepens our understanding of how services marketing strategies, policies, and frameworks can contribute to public well-being, consumer protection, regulatory compliance, and social change.
Recently, society has seen major shifts in policy that have had major downstream effects, domestic and global. Immigration, education, healthcare, sustainability, research, and a plethora of other services in public and private sectors have been impacted through legislation and regulation. Local, regional, national, and global government entities, agencies, organizations, and NGOs both inform and are affected by policy decisions.
Almost every type of service has the potential to be life-changing, due the to interconnectedness and downstream effects associated with service ecosystems. While some industries lend themselves to more apparent life-altering impacts (like healthcare or social services), this special issue is open to any context at the intersection of service and public policy. The goal of this special issue is to understand how policy and service come together, resulting in well-being (or ill-being).
The modern service economy is shaped by dynamic interactions between businesses, consumers, and policymakers. While services marketing research traditionally focuses on customer experiences, relationship management, and service design, marketing and public policy research emphasizes societal welfare, regulations, and policy effectiveness. This special issue will serve as a platform for integrating these perspectives, addressing how services marketing can impact society and public policy.
Public policy affects almost every service and industry. Public policy regulates everything from what types of healthcare services consumers can access, to how insurance coverage is structured, and privacy relationships between physicians and patients. Banks and other financial institutions are regulated in terms of financial supervision, consumer protection, and financial technology. Countless services are impacted by environmental policy and regulation, including those that may impact air, water, or land quality. Social services and other public goods are actively managed and regulated by federal policies. Further, relationships between institutions, government, and cultures are impacted by regulation and political climate, making service and public policy a global issue.
Within the larger services research community, Transformative Service Research (TSR) has long made calls for further examination into contexts such as financial services, health care, social services, and other domains that greatly impact human well-being (Anderson et al. 2013). These contexts (and others) are impacted by government oversight, funding, and regulation. Decisions that these service organizations make both inform and are informed by public policy.
We seek rigorous empirical and conceptual papers that align with this intersection, offering insights into public policy challenges within services marketing contexts or demonstrating how services marketing practices contribute to regulatory and policy objectives.
Topic areas:
– Regulatory and Policy Impacts on Services Marketing: How regulations influence service design, customer experience, and firm strategies.
– Consumer Protection in Services: Research examining deceptive practices, service failures, consumer vulnerability, and ethical concerns.
– Technology, AI, and Public Policy in Services: The impact of artificial intelligence, digital services, and data privacy policies on service delivery and marketing.
– Sustainability and Social Responsibility in Services: The role of service firms in driving environmental and social policy initiatives.
– Healthcare and Public Services Marketing: Examining the intersection of healthcare services, public policy, and consumer well-being.
– Public-Private Partnerships in Services: How collaborations between governments, NGOs, and service firms enhance service quality, accessibility, and policy compliance.
– Services Marketing in Highly Regulated industries such as finance, healthcare, and Industries: Challenges and opportunities in telecommunications.
– Transformative Service Research (TSR): The role of services in enhancing consumer and societal well-being, including public health, financial inclusion, and education.
Special Issue Guest Editors
– Courtney Nations Azzari
– Aronté Bennett
– Kristen Walker
More info here.
