Considered Service-specific journals were Journal of Service Research, Journal of Service Management, Journal of Services Marketing, Journal of Service Theory and Practice, Service Industries Journal, Cornell Hospitality Quarterly, and Service Science.
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Fürst, A., L. Trißler, R. Friedrich and J. Wirtz (2025): Service recovery by AI or human agents: Do failure and strategy context matter?, Journal of Service Management, 36(4332), pp.390-418
Purpose: Companies must understand consumer responses to AI-provided services to ensure their effectiveness. This is especially important for critical moments of truth, such as service recovery situations. In this article, we examine consumer preferences for AI versus human service recovery depending on the recovery situation: (1) locus of failure (customer vs company failure); (2) type of symbolic recovery (explanation vs apology); and (3) type of utilitarian recovery (monetary vs functional redress). Design/methodology/approach: Three experimental studies were conducted using video-based scenarios that simulated customer chat conversations in financial services and healthcare contexts. Findings: Results show that customers favor AI over human agents in cases of customer failures, while they prefer human agents in cases of company failures. Moreover, customers favor AI agents when given an explanation of the failure or monetary redress, whereas they prefer human agents when receiving an apology for the failure or functional redress. Differences in perceived trustworthiness of AI versus human agents, including their perceived competence, benevolence, and integrity, in these contexts are the underlying psychological process that explains our findings. Originality/value: This article reveals novel insights into the effectiveness of AI versus human service recovery as a function of service failure and strategy context. Our findings demonstrate the need to align the type of service recovery agent with the specific type of service failure and recovery strategy to maximize customer satisfaction and, in turn, loyalty.
Link: http://dx.doi.org/10.1108/JOSM-04-2024-0190 [Google]
Li, Z., S. J. Jeon, A. Fan, C. H. Mooney, L. Wu and Y. Shukla (2025): A holistic framework for sustainable service technology: insights from Eastern philosophies, Journal of Service Management, 36(4333), pp.362-389
Purpose: This paper proposes a novel conceptual framework to guide future research in service technology with a focus on sustainability. Drawing on Eastern philosophical perspectives, this framework advocates for integrating the human-nature oneness concept into service technology design. Design/methodology/approach: The paper reviews existing literature on service technology and sustainability, highlighting gaps in addressing the environmental impacts of emerging technologies. Established on the systematic literature review, this conceptual paper introduces a holistic framework informed by Eastern philosophies of Daoism, Buddhism, and Ubuntu, advocating for an integrated approach to perceiving humans and nature as interconnected. Findings: The proposed framework challenges the current human-centric perspective in service technology research, which often prioritizes economic and social sustainability over environmental considerations. By adopting a holistic view, the framework suggests that true sustainability can only be achieved by simultaneously fostering human and environmental prosperity. Practical implications: The framework provides theoretical and practical guidance on aligning service technology development with the United Nations Sustainable Development Goals (SDGs). The current research advocates for a shift towards designing service technologies that not only enhance service efficiency and economic performance but also mitigate negative environmental impacts. Originality/value: This paper introduces a radical shift in thinking about sustainability in service technology by integrating Eastern philosophical principles. It offers a new lens for addressing global sustainability challenges and contributing to the growing body of research on sustainable service ecosystems.
Link: http://dx.doi.org/10.1108/JOSM-08-2024-0372 [Google]
Sinemus, K., S. Zielke and T. Dobbelstein (2025): Gamified promotions in shopping apps: can effort justification and regret explain their positive effects?, Journal of Service Management, 36(4334), pp.335-361
Purpose: Traditional promotions such as discount coupons often do not catch consumers’ attention. As an alternative, shopping apps provide an opportunity to attract consumers through the gamification of traditional promotions. However, prior research has not consistently supported the effects of such promotions on consumers’ purchase intention and provides only limited psychological explanation. Design/methodology/approach: The study uses three online experiments using a mock-up app in the fashion context. We manipulated the promotion type (gamified/non-gamified), the discount level (5%/10%/20%), the prize specification (before/after the game) and the shopping situation (browsing/buying). The data were analyzed using analysis of variance (ANOVA), mediation and moderated mediation analyses with SPSS and PROCESS. Findings: The results show that consumers’ purchase intention is higher for a gamified (vs. non-gamified) promotion. This relationship is serially mediated by consumers’ perceived effort to obtain the coupon and consumers’ anticipated regret of not redeeming the coupon. Moreover, the positive effect of a gamified (vs. traditional) promotion increases with higher discounts, and consumers’ anticipated regret is higher when consumers know the prize before (vs. after) playing the game. Originality/value: Few studies have looked at the combination of monetary promotions with gamified content, and those that have, found inconsistent effects regarding consumers’ purchase intention. This research contributes to prior research by confirming the positive effect of a gamified promotion on consumers’ purchase intention. Further, it is the first study that explains this relationship by considering important psychological mechanisms based on effort justification and regret theory.
Link: http://dx.doi.org/10.1108/JOSM-05-2024-0214 [Google]
Teixeira, I. F., V. Sluyters and Y. Van Vaerenbergh (2025): The event study methodology: a pathway to financial insights about service management, Journal of Service Management, 36(4335), pp.419-447
Purpose: Executives and managers often seek to understand the financial impact of their decisions on the firm. However, most service research relies on perceptual and behavioral metrics, such as customer and employee satisfaction, engagement and purchase behavior, as outcome measures. Studies that examine the financial consequences of service management decisions are rare. This paper aims to promote the event study methodology in the service research community to better understand the impact of service management decisions on firm value. Design/methodology/approach: This paper reports key literature on event studies in various fields. Moreover, this paper reports the results of a preregistered systematic literature review to identify existing event studies in the field of service management. Findings: To date, the use of event studies in service research is limited, which is surprising given their great potential. To stimulate the use of event studies, we provide a roadmap for incorporating event studies into service research and conclude with a discussion on promising areas for future event study research. Originality/value: This paper provides service researchers with a foundation for understanding how to demonstrate the short-term financial impact of service management decisions on firms using the event study methodology. We hope to encourage more service researchers to conduct event studies, as this methodology offers a relatively straightforward approach to illustrating the financial consequences of service management decisions and practices.
Link: http://dx.doi.org/10.1108/JOSM-12-2024-0544 [Google]
Xie, J., O. Olajuwon-Ige, C. Ranaweera, S. Lee and V. Kumari (2025): Frontline employee competencies for technologically complex service environments: a conceptual model of mindfulness orientation, Journal of Service Management, 36(4336), pp.311-334
Purpose: Technological innovations are rapidly transforming service frontlines, resulting in increasingly complex service touchpoints. These touchpoints place greater demands on frontline employees (FLEs) to deliver a positive customer experience. Despite the considerable extant body of knowledge on FLE competencies, the literature on frameworks for managing the complexity of contemporary frontlines from the FLE’s perspective is sparse. This paper aims to fill this critical gap by developing a framework that enables FLEs to deliver positive moments of truth (MOTs) while ensuring the well-being of all actors involved. Design/methodology/approach: This paper uses a conceptual approach rooted in the organizational mindfulness and individual mindfulness literature as the theoretical lens. This is complemented by a comprehensive review of the FLE skills literature supported by marketplace examples to illustrate the optimal use of the said skills. Findings: This paper proposes a conceptual framework of mindfulness orientation which delineates how FLE competencies underpinned by a set of key skills can deliver positive MOTs and actor well-being. Research limitations/implications: The research is conceptual in nature and does not contain validation through empirical data. Practical implications: This comprehensive skill set provides a clear roadmap for firms in both recruitment and developing training for their FLEs, thus contributing to practice. Originality/value: Firstly, we present a conceptual framework of mindfulness, combining organizational mindfulness and individual mindfulness that will enable employees to help facilitate the creation of positive MOTs. Secondly, we develop a comprehensive set of employee skills that underpin the mindfulness orientation framework.
Link: http://dx.doi.org/10.1108/JOSM-07-2024-0309 [Google]
Yang, S., Y. Guo, Y. Chen, Y. Li, S. Zhou and H. Jiang (2025): Understanding service performance of frontline employees from employee–AI interaction perspective, Journal of Service Management, 36(4337), pp.448-475
Purpose: Despite the increasing trend of integrating artificial intelligence (AI) into organizational workforces, there remains a lack of understanding regarding how employee–AI interaction shapes employee service performance. The objective of this study is to investigate the impacts of employee–AI interaction fluency on in-role and out-of-role employee service performance in different delivery service (smart helmet services vs in-vehicle AI services) contexts. Design/methodology/approach: Drawing on mind perception theory and self-efficacy theory, a research model that reflected the impacts of employee–AI interaction fluency on employee service performance was developed. This research model was then tested through two empirical studies using data collected from frontline employees in the delivery service industry. Findings: The present study found that employee–AI interaction fluency acts both directly on employee service performance as well as indirectly via mind perceptions. Specifically, in the smart helmet service context, employee–AI interaction fluency affects in-role employee service performance via both perceived empathy and competence. By contrast, this impact shifts to out-of-role employee service performance in the in-vehicle AI service context, where perceived competence fully mediates the relationship between interaction fluency and service performance. In addition, the impact of employee–AI interaction fluency on perceived competence will be diminished among frontline employees with high levels of self-efficacy. Practical implications: This study offers valuable insights for AI device developers and managers aiming to improve both in-role and extra-role employee service performance through the lens of employee–AI interactions. In contexts with a high degree of employee–AI collaboration, such as smart helmet services, it is crucial to emphasize the empathy and competence of AI to boost in-role employee service performance. In contrast, in contexts with a lower level of employee–AI partnership, like in-vehicle AI services, the focus should be primarily on enhancing the competence of AI. Originality/value: The present paper reveals the critical role of employee–AI interaction fluency in shaping both in-role and out-of-role employee service performance in the smart helmet and in-vehicle AI service contexts. Moreover, this study also validated the significant negative moderating role of self-efficacy in the relationship between interaction fluency and employee service performance.
Link: http://dx.doi.org/10.1108/JOSM-10-2023-0425 [Google]
Gong, T. (2025): The dark side of robot anthropomorphism: cognitive load, stress, and dysfunctional customer behavior, Service Industries Journal, (4338), pp.1-29
The rise of service robots in various service industries has led to increased use of anthropomorphic design elements intended to enhance customer engagement and satisfaction. However, this study explores the unintended negative consequences of robot anthropomorphism, particularly its effects on customer cognitive load, stress, and dysfunctional customer behavior. Drawing on cognitive load theory and the transactional model of stress and coping, this research employs both a lab experiment (Study 1) and a field survey (Study 2) to investigate these dynamics. The findings indicate that robot anthropomorphism significantly increases customer cognitive load, which subsequently leads to higher stress and a greater likelihood of dysfunctional behaviors. Importantly, customer technological literacy moderates these relationships, with higher technological literacy serving as a buffer against the negative effects of anthropomorphism. The results underscore the dual nature of anthropomorphic robot design, highlighting its potential to both engage and challenge customers. This study contributes to the literature by extending our understanding of human-robot interactions in service settings and offers practical insights for optimizing robot design to minimize customer stress and negative outcomes. (English)
Link: http://dx.doi.org/10.1080/02642069.2025.2500320 [Google]
Nguyen, P. M. B., X. V. Vo, G. N. T. Truong and G. L. N. Truong (2025): Digital leadership: a systematic literature review and research direction, Service Industries Journal, (4339), pp.1-45
Interest in digital leadership (DL) has grown, leading to an expanding but fragmented body of research. In particular, the lack of coherence and clarity surrounding this construct has led to obstacles in its theoretical development. To address this, authors conduct a systematic literature review (SLR) of 58 studies, analyzing DL’s conceptual foundations, frameworks, methodologies, and nomological networks. Findings reveal DL’s significance in the digital age, with cross-sectional surveys as the dominant method and upper echelon theory as the primary framework. The study also highlights DL’s antecedents, mediators, moderators, and outcomes. This SLR contributes to the theory by building a nomological network, which serves as a basis for identifying gaps in our current understanding of DL and outlines an agenda to move the field forward. Furthermore, based on the findings, the authors suggest several ways businesses can consider improving their governance and policy mechanisms to nurture and enhance their strong pillars. (English)
Link: http://dx.doi.org/10.1080/02642069.2025.2512779 [Google]
Ruiz-Equihua, D., J. Romero and L. V. Casaló (2025): Employee-robot collaboration in services: psychological ownership, customer attributions and engagement, Service Industries Journal, (4340), pp.1-28
This research examines, through two studies, the relationship between psychological ownership triggers in service robots (perceived manipulability, receptiveness, and attractiveness) and customer engagement arising during service encounters where employee-robot collaboration occurs. Employing partial least squares, fuzzy-set qualitative comparative analysis, and text analysis in two studies, this study demonstrates that manipulability, receptiveness, and attractiveness are positively related to customer engagement with the service robot, mediated by customer attributions of service enhancement. Customer attributions of cost reductions do not exert any influence during this process, either directly or indirectly. Results indicate that companies can activate psychological ownership feelings by properly combining robot design, service-level cues, and customer segments to ensure that customers find service robots manipulable, receptive, and attractive when they collaborate with humans. (English)
Link: http://dx.doi.org/10.1080/02642069.2025.2508975 [Google]
Shen, P. and Y. Chen (2025): Customer-oriented strategy and AI social responsibility performance: a resource-based view, Service Industries Journal, (4341), pp.1-33
This study investigates how customer-oriented strategies influence the social responsibility performance of artificial intelligence (AI) in the service industry. We examine the mediating effects of knowledge acquisition, specifically external knowledge acquisition and internal knowledge sharing. Data collected from surveys administered to 350 service industry employees were analyzed to test the hypotheses. Our results indicate that both functional and relational customer-oriented strategies enhance AI social responsibility performance. Knowledge acquisition mediates this positive relationship. Furthermore, resource commitment strengthens the positive impact of customer-oriented strategies on knowledge acquisition, while resource depletion weakens the positive influence of knowledge acquisition on AI social responsibility performance. Collectively, these findings highlight the importance of customer orientation, knowledge acquisition, and resource management in enhancing the AI social responsibility performance of service firms. The study also offers practical implications for managers seeking to implement responsible AI practices. (English)
Link: http://dx.doi.org/10.1080/02642069.2025.2512781 [Google]
Zhao, H., B. Yuan, H. Xie and Y. Liao (2025): Understanding work platformization and algorithmic control from labor process theory, Service Industries Journal, (4342), pp.1-37
Work platformization instigates transformative changes in labor control patterns. This study proposes a theoretical framework integrating three dimensions – factor organization, process management, and ownership relations – grounded in Marxian Labor Process Theory (LPT), to investigate the influence of algorithmic control on workers. Through thematic analysis of interviews conducted with online ride-hailing service providers, findings reveal that algorithmic control permeates the labor process via these three dimensions. Such control imposes great technological pressures on workers. This study represents the first exploration of algorithmic control through a three-dimensional LPT framework, extending traditional LPT – originally lacking specific intrinsic components for digital contexts – to a novel framework adapted to the digital era. This study underscores the importance of establishing transparent, equitable, and sustainable governance mechanisms for platforms, as well as promoting digital literacy education, labor rights awareness, and psychological support training for workers. (English)
Link: http://dx.doi.org/10.1080/02642069.2025.2477454 [Google]
Wirtz, J. and R. Stock-Homburg (2025): Generative AI Meets Service Robots, Journal of Service Research, (4343), pp.1
We explore the transformative impact of integrating generative artificial intelligence (GenAI) in the form of large language models (LLMs), large behavioral models (LBMs), and agentic AI into physical service robots and how these will transform physical service encounters. This conceptual article first shows that GenAI-powered service robots (also referred to as GenAI robots) will be able to autonomously deliver more complex, customized, and personalized customer service. Second, GenAI’s increasing capacity for no-code programming is expected to democratize robot training, improvement, and fine-tuning by frontline employees, thus improving robot performance. Third, the implications of GenAI robots are outlined for frontline employees (i.e., their work and job scopes, and a new role as citizen developer), customers (i.e., improved customer experiences and service outcomes), and the service firm (i.e., a pathway to cost-effective service excellence, continuous improvement and agility, alleviation of labor shortage, and the introduction of new ethical, fairness, privacy, health, and safety risks into physical service encounters). This article is the first to explore the theoretical and practical implications of GenAI robots in physical service encounters and opens a new stream of service research.
Link: http://dx.doi.org/10.1177/10946705251340487 [Google]
Yoganathan, V., V.-S. Osburg and N. Janakiraman (2025): Lending Legitimacy to Corporate Digital Responsibility: Trust in Firm Versus Government Regulation of Artificial Intelligence Services, Journal of Service Research, (4344), pp.1
Despite the expanding discourse on corporate digital responsibility (CDR), service firms are not perceived as using AI responsibly. Consequently, customers prefer governments more than firms to regulate AI, whereas AI service firms must strive to achieve legitimacy among customers. To address the dearth of relevant research, we conducted a multimethod investigation comprising four studies. The analysis of multinational survey data and a Facebook Ads experiment showed that customers’ concern about AI (“AI concern”) increases their preference for government regulation versus firms’ self-regulation of AI. In the nine countries sampled, the preference for government regulation was stronger in materialist (vs. post-materialist) cultures and where regulatory quality and technology use were high, but weaker where rule-of-law was high. Subsequently, we examined whether signaling CDR (as self-regulation) and compliance with government regulation mitigate the negative downstream impact of AI concern. When interacting with a custom-built service chatbot, participants’ AI concern reduced their willingness to share data. However, this effect was attenuated by signaling compliance with government regulation (EU AI Act), which also decreased customers’ perceived vulnerability. Hence, rather than positioning CDR efforts solely as self-regulation, AI service firms can build legitimacy by proactively, voluntarily, and explicitly incorporating government regulations into their CDR implementation.
Link: http://dx.doi.org/10.1177/10946705251345097 [Google]
Van Vaerenbergh, Y., S. Hazée and T. J. Zwienenberg (2025): Open Science: A Review of Its Effectiveness and Implications for Service Research, Journal of Service Research, (4345), pp.1
Open science aims to enhance the integrity, transparency, and openness of research to improve the reproducibility and accessibility of scientific knowledge. It has received renewed attention due to reported concerns about questionable research practices across multiple scientific disciplines. While various open science practices, such as preregistration and data sharing, have been developed, their effectiveness remains unclear. This paper provides a review of current meta-research on open science practices, assessing their effectiveness and identifying key initiatives that promote transparency and openness in research. Next, we report the results of a preregistered retrospective observational analysis of 517 studies from 254 papers published in the
Link: http://dx.doi.org/10.1177/10946705251338461 [Google]
Grégoire, Y., K. Gelbrich, C. Orsingher and Y. Van Vaerenbergh (2025): Breaking The Mold: Redefining Service Failure and Recovery, Journal of Service Research, (4346), pp.1
The article focuses on redefining service failure and recovery (SFR) in light of contemporary challenges faced by organizations and customers. It highlights a growing disconnect between established SFR theories and the increasing frequency of service failures experienced by customers, emphasizing the need for “smart SFR” that incorporates innovative methods and broader stakeholder perspectives. The authors propose new definitions for service failure as a detraction in stakeholder experiences and service recovery as actions taken by any stakeholder to mitigate these failures. This expanded view aims to enhance the relevance and applicability of SFR research in today’s evolving service landscape. [Extracted from the article]Copyright of Journal of Service Research is the property of Sage Publications Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder’s express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Link: http://dx.doi.org/10.1177/10946705251341513 [Google]
Mortati, M. and G. Viana Mundstock Freitas (2025): AI in Service Design: A New Framework for Hybrid Human–AI Service Encounters, Journal of Service Research, (4347), pp.1
The integration of Artificial Intelligence (AI) in service provision has prompted a revaluation of how we design service encounters, given the emergent role this technology plays in services. This article introduces the concept of the Hybrid Service Encounter to explore the evolving interplay between humans and AI in service contexts. We propose a 2???2 framework that categorizes service interactions into four distinct quadrants based on whether the provider and user are human or AI. Drawing on service design literature and current developments in AI, we analyze the implications of these hybrid encounters for service design roles, processes, and outputs. The article further identifies key areas for future research to guide the development of human-centered and ethical AI-powered services. Our contribution extends service design theory and practice by offering a framework to guide the integration of AI in service encounters.
Link: http://dx.doi.org/10.1177/10946705251344387 [Google]
Stangl, B., M. Kastner and M. Natter (2025): The Impact of Cost Structure Appeals on Fairness Perceptions and Payments, Journal of Service Research, (4348), pp.1
Recent research shows promising effects of monetary cost transparency on consumer response, even though firms have traditionally kept cost information hidden. This research examines whether similar benefits can be achieved from cost structure appeals, even when monetary costs remain disclosed. Considering the dual entitlement theory, we investigate payments by comparing the effectiveness of different cost structure appeals with a setting that lacks such appeals. Our research, which includes 2 field studies and a series of scenario-based laboratory studies with a total of 2,606 participants across 6 service sectors, reveals the following key insights: (a) Cost structure appeals can significantly increase payments; (b) cost structure appeals work best when the cost structure consists of cost elements of service experiences that directly align with customer’s service valuation; (c) alignable cost structure appeals work particularly well for customers inclined toward lower prices; (d) alignable cost structure appeals influence perceptions of fairness in relation to external reference prices; and (e) offer enhanced benefits for firms facing a price stigma. Our findings provide valuable learnings for service providers on how to use cost structure appeals in pay-what-you-want pricing to improve financial results, while ensuring that both consumers and businesses perceive fairness in transactions.
Link: http://dx.doi.org/10.1177/10946705251341080 [Google]
Dastane, O., S. Aggarwal, S. Jha and E. C.-X. Aw (2025): Virtual worlds, real insights: a multi-method literature review of customer service experience in extended reality: a multi-method literature review, Journal of Services Marketing, 39(4349), pp.569-582
Purpose: Given the significant changes that immersive technologies have brought about in services marketing, new research output emphasizes the necessity of thoroughly examining the customer experience in extended reality (XR) service landscapes. The study aims to bridges the gap in understanding customer journey stages in XR environments by using a multi-method literature review approach. Design/methodology/approach: The present study combines a systematic review with a bibliometric analysis of 892 Scopus-indexed publications retrieved by following the PRISMA protocol. The study performs analysis using ATLAS.ti (content analysis), Biblioshiny (performance analysis and strategy map) and VOS viewer (network analysis) to effectively analyze and synthesize the extensive body of literature. Findings: An integrated conceptual model of customer experience in XR was developed, mapping its consequences across six customer journey stages, with antecedents encompassing dimensions of system quality and usability, immersion and presence, experiential engagement and value, trust and authenticity. The bibliometric analysis offered a panoramic view by illuminating the nine clusters (i.e. virtual community, value co-creation, AI trust and quality, digital infrastructure, experiential marketing, customer journey, enjoyment, experience management and interactivity) that make up the field’s intellectual structure. Originality/value: This study presents a pioneering and comprehensive review that enriches the existing literature and contributes to service marketing theory and practice. The study highlights fundamental research gaps in XR customer experience and proposes a future research agenda and implications. Theoretically, the findings add insights into the context-specific domain of XR-driven consumer behavior by uncovering its antecedents and consequences.
Link: http://dx.doi.org/10.1108/JSM-09-2024-0495 [Google]
Dubost, N. (2025): Well-being of families with children with disabilities: an exploration of resources in a specialized vacation center, Journal of Services Marketing, 39(4350), pp.302-315
Purpose: Using the REPLACE conceptual model and the psycho-emotional model of disability, this study aims to analyze the experience of families with children with disabilities (FCwDs) in a specialized vacation center to understand the nature of the resources that give them a sense of well-being and a strong place attachment. Design/methodology/approach: The study uses an exploratory approach. The data consist of ethnographic observations, interviews with family members and center staff and activity leaders’ answers to a questionnaire. Findings: The specialized vacation center studied in this paper offers FCwDs therapeutic resources but also social safeness resources, providing them with a welcome time of respite. Originality/value: Without questioning the need to provide inclusive services and market accessibility for consumers with disabilities, this paper recommends solutions that the author calls “safe places,” where FCwDs feel neither stigmatized nor judged, have access to social safeness, relational and restorative resources and experience well-being with their loved ones.
Link: http://dx.doi.org/10.1108/JSM-09-2024-0470 [Google]
Gong, T. (2025): The dark side of fairness: how perceived fairness in service robot implementation leads to employee dysfunctional behavior, Journal of Services Marketing, 39(4351), pp.347-364
Purpose: The purpose of this study is to explore the unexpected effects of perceived fairness in the implementation of service robots on employee dysfunctional behavior within the hospitality industry. Contrary to the conventional view that perceived fairness always leads to positive outcomes, this study examines how fairness perceptions can increase negative behaviors through unmet expectations, overconfidence in job security and complacency. The moderating role of transformational leadership is also investigated to understand how it can mitigate these negative effects. Design/methodology/approach: This study collected data from 400 employees in the hospitality sector who have experienced the integration of service robots in their work environment. Using quantitative analysis techniques, the relationships between perceived fairness, employee dysfunctional behavior, unmet expectations, overconfidence, complacency and transformational leadership were examined. Findings: The findings reveal that perceived fairness in service robot implementation can unexpectedly lead to increased employee dysfunctional behavior, particularly when it results in unmet expectations, overconfidence and complacency. However, transformational leadership was found to significantly moderate these effects, reducing the likelihood of dysfunctional behaviors by realigning employee perceptions and expectations with organizational objectives. Originality/value: This study contributes to the service marketing literature by challenging the assumption that perceived fairness always yields positive outcomes, highlighting the potential for fairness to produce unintended negative consequences in service robot implementation. It also identifies transformational leadership as a key factor in mitigating these effects, offering practical insights for hospitality managers on how to ensure successful integration of service robots by actively managing employee expectations and behaviors.
Link: http://dx.doi.org/10.1108/JSM-09-2024-0508 [Google]
Gupta, N. and H. V. Verma (2025): Witnessing justice in action: how emotions, moral identity and commitment shape third-party reactions to service recovery, Journal of Services Marketing, 39(4352), pp.475-492
Purpose: The concept of third-party justice has received limited attention in service recovery literature. This study aims to explore the concept of third-party justice and examine how emotions, moral identity and affective commitment influence third parties’ reactions to witnessed service recovery. Design/methodology/approach: This study used a recall-based survey methodology to collect data from 662 customers. Data was analysed using the partial least square-structural equation modelling technique. Findings: The findings of the study suggest that third-party reactions to witnessed service recovery are an interplay between cognition (self-interest motives) and emotions (moral judgements). Third-party customers’ negative word-of-mouth intentions are entirely emotion-driven, whereas their repurchase intentions are influenced by both emotion and cognition. Furthermore, the study indicates that not all customers are equally responsive to witnessed service recovery efforts. Their reactions to perceived wrongdoing are influenced by factors such as their moral identity and affective commitment to the service provider. Originality/value: This study demonstrates the complex interrelationship and strategic significance of third-party justice, emotions, moral identity and affective commitment in determining customer outcomes within a shared service environment. It also highlights the importance of self-interest and moral perspective in the service recovery literature.
Link: http://dx.doi.org/10.1108/JSM-08-2024-0428 [Google]
Hoskins, J., E. VanEpps, A. Hoskins and D. Scammon (2025): How service encounters predict donor behavior: evidence from a university health systems, Journal of Services Marketing, 39(4353), pp.387-404
Purpose: Service encounters between customers and nonprofit organizations may create relationships that lead to monetary donations. Rather than treating all customers as identically likely to donate, though, the type and frequency of past service encounters may yield meaningful insights into who might be most likely to make a gift and to give larger donations. This paper aims to investigate this possibility. Design/methodology/approach: Using the context of a large health-care system, the authors combine donation archives with data from patient visits and associated patient satisfaction surveys over a ten-year period to empirically examine whether and what types of patient visits predict donations. Findings: Frequency of outpatient visits positively predicts new donor acquisition, the likelihood of repeat gifts among existing donors and the dollar amount of both new and repeat donations. However, the number of inpatient and emergency department visits has a negative to null impact on donation decisions across both studies. Response rate to patient satisfaction surveys also serves as a positive predictor of donor acquisition, retention and conditional donation magnitude. Originality/value: Contrary to industry practice of focusing on patients who have experienced dramatic single events with the health-care system (inpatient and emergency visits), these findings provide evidence in favor of a reciprocal relationship between patients and a health-care system that is characterized by a slow-building relationship made of smaller interactions (outpatient visits). The authors find strong evidence that relationships built upon repeated service encounters carry over to the donation domain, suggesting new avenues for how nonprofit organizations may look to promote and capitalize on positive customer relationships.
Link: http://dx.doi.org/10.1108/JSM-04-2024-0184 [Google]
Kadirov, D., S. R. Jagadale and J. Krisjanous (2025): Resisting the market logic: surrogate mother experiences of embodied service provision, Journal of Services Marketing, 39(4354), pp.513-530
Purpose: Focusing on the commercial surrogacy market in India, this paper aims to examine the symbolic processes of contestation between conflicting institutional logics reflected in surrogate mothers’ lived experiences. Design/methodology/approach: The authors phenomenological ethnography that involved collecting data from multiple sources such as participant observation, in-depth interviews, follow-up interviews, personal interactions and field notes. Data analysis has been conducted using the standard procedures of thematic analysis. Findings: The interpretation of surrogate mother experiences shows that service workers not only combat both the market logic and the stigmatizing logic through the integrative construction of the defensive logic but also weave the premises of these three logics to pursue several strategies of logic reconciliation. Originality/value: This research sheds light onto the institutional turn in service research through extending a scholarly understanding of the mechanisms of reconciliation between conflicting institutional logics in service settings. It provides a detailed account of processes of the construction and development of institutional logics in the context of morally contentious service milieus, which is important because it enables service managers and public policymakers to gain relevant insights into institutional causes of change in service markets.
Link: http://dx.doi.org/10.1108/JSM-03-2024-0141 [Google]
Kim, S. Y. and J. Kim (2025): The impact of AI recommendation quality on service satisfaction: the moderating roles of standardization and customization, Journal of Services Marketing, 39(4355), pp.365-386
Purpose: This study aims to investigate how information quality and system quality influence the effectiveness of artificial intelligence (AI)-based recommendation service platforms. It integrates traditional information technology service quality (SQ) metrics with recommendation SQ measures, focusing on their impact on user satisfaction and behavior. This study further examines the moderating effects of standardization and customization on these relationships. Design/methodology/approach: This study uses structural equation modeling to analyze data from 978 users of AI recommendation services. It evaluates the direct impacts of information quality (completeness, accuracy and format) and system quality (reliability, flexibility and timeliness) on recommendation quality (RQ). Findings: The findings show significant positive effects of information quality and system quality on the quality of AI-generated recommendations, enhancing user satisfaction. This satisfaction is crucial for promoting continuous intention to use and positive word-of-mouth (WOM). This study also finds that standardization positively moderates the impact of RQ on WOM, whereas customization strengthens the relationship between satisfaction and continuous intention to use. Originality/value: This research emphasizes the importance of quality metrics in shaping the efficacy of AI-based recommendation systems and highlights the need for a balance between standardization and customization to optimize user engagement and satisfaction. The findings offer valuable insights for AI service developers and marketers, emphasizing the significance of customized, high-quality recommendations to ensure sustained user engagement.
Link: http://dx.doi.org/10.1108/JSM-05-2024-0214 [Google]
Kwan, H. Y., N. Y.-M. Siu, J. Zhang and B. R. Barnes (2025): Can corporate social responsibility and recovery justice restore customer identification following service failure?, Journal of Services Marketing, 39(4356), pp.405-421
Purpose: Customer identification is a deep psychological response that plays a crucial role in building customer relationships. However, research relating to how customer identification can be maintained when a service firm fails is limited. Drawing on cognitive appraisal theory, this study aims to examine how the service recovery and corporate social responsibility (CSR) performance of a firm interact to help in cognitive appraisal following service failure to restore customer identification. This study also delineates customer participation as a coping strategy that moderates their collective effect on identification. Design/methodology/approach: To test the hypothesized relationships, a mixed-methods approach was used, using a field survey of 354 service consumers who experienced service failures and recoveries in diverse service settings, followed by two 2 ? 2 ? 2 between-subjects experiments with a total of 437 participants. Findings: Results confirm the vital roles of recovery justice and CSR performance in maintaining postfailure customer identification. This, in turn, fosters positive behaviors in the postrecovery phase, including increased support for CSR initiatives and decreased likelihood of customer switching. Importantly, CSR performance, as a cognitive resource stored in the prerecovery phase, can compensate for unjust recovery during cognitive appraisal in the postrecovery phase. The findings also highlight the potential of customer participation as a coping strategy to augment the compensatory effect of CSR performance on recovery justice, thereby strengthening customer identification. Originality/value: This study introduces a framework for restoring customer identification in the postrecovery phase of service recovery. The findings shed new light on how tactics such as good CSR performance and customer participation can regulate the influence of recovery efforts in a way that helps restore customer identification and promote favorable postfailure behaviors.
Link: http://dx.doi.org/10.1108/JSM-06-2024-0276 [Google]
Laeeque, S. H. and M. Ali (2025): When passengers misbehave: exploring the pathways from customer incivility to service sabotage among ride-hailing drivers, Journal of Services Marketing, 39(4357), pp.426-441
Purpose: Grounded in conservation of resources theory, this study aims to examine the relationship between customer incivility and ride-hailing drivers’ (RHDs) service sabotage, testing emotional dissonance and ego depletion as serial mediators and emotional intelligence as a moderator. Design/methodology/approach: A three-wave, time-lagged data set collected from Pakistani RHDs through snowball sampling was analyzed using PROCESS macro in SPSS to test the moderated serial mediation model. Findings: The findings partially support the model, demonstrating that customer incivility significantly affects RHDs, resulting in service sabotage both directly and indirectly through the sequential mediation of emotional dissonance and ego depletion. Although emotional intelligence did not buffer the indirect effects of customer incivility, low emotional intelligence was found to intensify the customer incivility–service sabotage relationship, while high emotional intelligence neutralized this association. Originality/value: To the best of the authors’ knowledge, this study is among the first to offer a comprehensive examination of the negative impacts of customer incivility on RHDs in the gig economy. By introducing a moderated serial mediation framework, it provides novel insights into the psycho-emotional-behavioral consequences of customer mistreatment, addressing critical gaps in gig-economy service research and highlighting the role of emotional intelligence in mitigating adverse outcomes.
Link: http://dx.doi.org/10.1108/JSM-10-2024-0551 [Google]
Mulvey, M., C. Belanger and D. Bakker (2025): Working it out: service displacement and the dynamics of consumer adaptation, Journal of Services Marketing, 39(4358), pp.458-474
Purpose: This study aims to examine how consumers adapt to service displacement across multiple dimensions, using COVID-19 fitness center closures to extend the services marketing pyramid model. Design/methodology/approach: This study used longitudinal data from the Storywrangler Twitter database and Google Trends (2018–2021) to perform text analytics and time series visualization, observing dynamic shifts in online attention and consumer search behaviors. Findings: Consumers quickly shifted from traditional gym services to home-based and digital fitness solutions, encompassing budget-friendly and premium options. Hybrid engagement models emerged, showcasing diverse adaptation capabilities and highlighting consumer resilience and systemic inequalities. Research limitations/implications: This study recognizes potential sampling biases while analyzing extensive social media and search data. It suggests that future research incorporates broader datasets to examine adaptation trends thoroughly. Practical implications: The findings provide insights for fitness industry stakeholders to create resilient service models that integrate digital and physical offerings, emphasizing flexible pricing and technological solutions that address diverse consumer needs. Originality/value: This study advances service marketing theory by reinterpreting service displacement as a catalyst for innovation. The analysis reveals how physical spaces anchor service ecosystems, how peer interactions transform during disruption and how adaptation co-occurs across dimensions, offering new insights into service ecosystem evolution.
Link: http://dx.doi.org/10.1108/JSM-06-2024-0302 [Google]
Orth, U. R., C. Meyer, J. Timm, F. Reimers and T. Bouzdine-Chameeva (2025): Cross-modal congruency effects in online service settings: a telepresence – stereotype content perspective, Journal of Services Marketing, 39(4359), pp.284-301
Purpose: This study aims to integrate research on multimodal congruency with the stereotype-content model to offer a novel explanation of why and when consumers respond favorably to vision-sound congruency in online service settings. Design/methodology/approach: A mixed methods approach included a field study (360° panoramic desktop-virtual tour of a winery) and a laboratory study (fully immersive virtual realtiy (VR) tour of a pub). The explanatory mechanism was tested through conditional process analyses, specifically, a custom-made serial mediation model where effects of cross-modal congruency were channeled through telepresence and warmth/competence with familiarity with the service provider included as a moderator. Category knowledge and involvement were included as controls. Study 2 additionally accounted for sensory olfactory and haptic information present in the consumer’s physical location. Findings: Congruency between vision and sound positively influences consumer intention to visit the environment in person, to purchase online and to engage in positive word-of-mouth. These effects are channeled through enhanced feelings of telepresence as well as more favorable perceptions of service provider warmth. Congruency effects are robust in the presence of additional sensory input in the offline environment and across levels of involvement and knowledge but may depend on a consumer’s familiarity with the setting. Research limitations/implications: The study offers a novel process explanation for how cross-modal congruency in online service settings influences consumer intention. Examining two specific sensory modalities and two service settings presents limitations. Practical implications: The findings help service providers to better understand how perceptions of warmth and competence transmit cross-modal congruency effects, resulting in more favorable responses. Originality/value: To the best of the authors’ knowledge, this work is among the first to adopt a stereotype-content and multimodal congruency perspective on consumer response to online service settings.
Link: http://dx.doi.org/10.1108/JSM-06-2024-0274 [Google]
Ozuem, W., S. Ranfagni, M. Willis, G. Salvietti and K. Howell (2025): Chatbots, service failure recovery, and online customer experience through lenses of frustration – aggression theory and signaling theory, Journal of Services Marketing, 39(4360), pp.493-512
Purpose: The aim of the paper is to address the persistent uncertainty surrounding the effectiveness of chatbot-led service failure recovery (SFR) in delivering a satisfactory online customer experience. Prior studies have not explored how chatbot-led SFR processes influence customers’ actual experiences. This gap in the literature may exist because current understanding of chatbot–customer interactions obscure how individuals’ adoption of chatbot-led SFR shape their experiences. Design/methodology/approach: Drawing on frustration–aggression theory and signaling theory, and building on a social constructivist philosophical paradigm, this paper interprets participants’ narratives on chatbot-led interactions and online experiences. Empirical data was generated through 52 in-depth interviews conducted with participants from the USA, France, Italy, and the UK. Findings: Through thematic analysis of interview data, the study presents two key contributions. First, this paper elucidates the dynamics unfolding between customers and chatbots in a service recovery journey, encompassing customers’ priorities and expectations. Second, this paper delineates three customer typologies based on their interactions with chatbots during chatbot-led SFR, including their emotional responses. These interactions could either positively or negatively signal future patronage of chatbots. The identified three customer types can assist managers to reshape their strategies to effectively turn negative customer experiences into opportunities for enriching online customer experiences. This could involve providing multiple touchpoints, including human-led and chatbot-led interactions in the SFR process. Originality/value: This study proposes that chatbots are not just technological tools that support customers during service failures and facilitate connection with the brand, but also function as signals that trigger emotional and cognitive responses, thereby influencing the customer experience.
Link: http://dx.doi.org/10.1108/JSM-10-2024-0525 [Google]
Roy, R. and V. Naidoo (2025): The role of materialism and social judgment in human-chatbot service interactions, Journal of Services Marketing, 39(4361), pp.316-332
Purpose: Chatbots are increasingly deployed in services and marketing applications, although they are often met with scepticism. To explore how such scepticism can be reduced, this study aims to examine how materialism and social judgment influence human–chatbot interactions. Design/methodology/approach: The authors conduct one pre-test, two laboratory experiments and one simulated study conducted in the field, to test the premises. Findings: The studies show that when material pursuit is guided by positive (negative) values, subjects prefer a chatbot that is perceived warm (competent) versus perceived competent (warm). This, in turn, leads to favourable purchase decisions for services with perceived homophily mediating this effect. Research limitations/implications: The work addresses the call for more research on how human–robot interactions can be improved applied to a services context. While the findings are novel, they are not without limitations which in turn lay a path for future research. Practical implications: The findings have implications for driving more strategic value out of how marketing and service managers can improve the interface design in human–chatbot interactions. Originality/value: The propositions demonstrate a novel framing in suggesting that positive (vs negative) values underpinning material pursuit can lead to a preference for perceived warm (vs competent) chatbots, which further guide favourable decision-making.
Link: http://dx.doi.org/10.1108/JSM-06-2024-0288 [Google]
Sengupta, S. and H. S. Mundi (2025): Unveiling barriers and opportunities for LGBTQIA+ customer’s financial well-being, Journal of Services Marketing, 39(4362), pp.531-550
Purpose: This study aims to advance services marketing scholarship by examining the financial services experiences of LGBTQIA+ individuals in India and assessing the marketing readiness of financial service providers to serve this under-researched and potentially lucrative market segment. Design/methodology/approach: Data was collected through semistructured interviews with LGBTQIA+ customers (23) and representatives (26) of financial institutions in India. The data collected through interviews was analyzed thematically to identify recurring patterns and experiences. Findings: This study shows significant marketing challenges hindering the financial well-being of LGBTQIA+. Financial service providers create a disadvantageous customer experience for LGBTQIA+ individuals through overt discrimination, microaggressions and a lack of LGBTQIA+ representation. The absence of marketing strategies targeting LGBTQIA+ specific financial needs, such as joint accounts for same-sex couples or insurance coverage for gender-affirming procedures, hinders financial well-being within this community. Furthermore, a lack of understanding of LGBTQIA+ identities and needs perpetuates heteronormative marketing myopia, failing to resonate with this potential customer segment. Practical implications: The findings highlight the need for a multifaceted approach to overcome the barriers and create opportunities to cater to the LGBTQIA+ segment of customers. Financial Institutions can develop LGBTQIA+friendly products and train staff on cultural competency to create a welcoming environment. Policymakers can implement regulations promoting LGBTQIA+ financial well-being, such as mandating insurance coverage for gender-affirming procedures or allowing joint accounts for unmarried partners. Community organizations can offer financial literacy workshops tailored to the LGBTQIA+ community. Business schools can integrate modules on LGBTQIA+ financial well-being into their curriculum to equip future leaders with the knowledge to create a more equitable financial system. Originality/value: This research delves into a previously under-examined area: LGBTQIA+ financial well-being in the specific context of India.
Link: http://dx.doi.org/10.1108/JSM-08-2024-0429 [Google]
Woo, H. and S. Yoo (2025): Visual servicescape analytics: design style and demand in Airbnb from unstructured data, Journal of Services Marketing, 39(4363), pp.442-457
Purpose: This study aims to examine the impact of design style on property occupancy rates in home-sharing platforms using the Stimulus-Organism-Response framework, focusing on its interaction with key service attributes such as host service, price, facilities and location. By integrating unstructured data to identify design style-related variables, this research offers practical insights into how design style shapes occupancy rates. Design/methodology/approach: Using a mixed-methods approach, this study analyzes Airbnb data from 562 properties across 28 cities in the United States. It incorporates 5,620 evaluations by human coders of Airbnb property designs and integrates image-based feature extraction to identify design style characteristics based on shape, texture and color. The study also leverages text-based analysis, applying word embeddings to 6,706,913 online reviews to construct a comprehensive design style-related lexicon. Findings: Empirical findings indicate that design style plays a significant role in shaping property occupancy rates, with modern-style Airbnb properties achieving higher occupancy rates than classic or traditional-style Airbnb properties. Design style also moderates the effects of host service and price on occupancy rates. Furthermore, image- and text-based features related to design style substantially contribute to occupancy rates. Originality/value: This study contributes to the service marketing literature by empirically validating the impact of design style using real-market data from Airbnb. It further identifies nuanced mechanisms through which design style influences the evaluation of other service attributes, such as host service and price. By leveraging unstructured data, including images and text reviews, this research deepens understanding of aesthetic value in digitalized servicescapes and demonstrates its implications for platform-based services.
Link: http://dx.doi.org/10.1108/JSM-09-2024-0481 [Google]
Yeh, H., T.-S. Chang and Y.-H. Li (2025): The role of gamification in enhancing consumer engagement at expositions through self-determination theory, Journal of Services Marketing, 39(4364), pp.551-568
Purpose: This study aims to investigate the role of gamification in enhancing user engagement and behavioral intentions in tourism expositions. By integrating self-determination theory (SDT) with gamification concepts, the research seeks to understand how intrinsic motivations – such as competence, relatedness and autonomy – along with extrinsic factors like knowledge gain and social support, influence participants’ intentions to purchase tourism products and engage in word-of-mouth (WOM) communication. Design/methodology/approach: This study uses a quantitative research design, utilizing data collected from participants at various tourism expositions in Taiwan. A combination of exploratory and confirmatory factor analyses was used to validate the measurement scales. This study analyzed the moderating effects of knowledge gain, social support and prior travel experiences on these relationships. Findings: The results confirm that intrinsic motivations of competence, relatedness and autonomy significantly enhance the gamified experience, positively influencing purchase intentions and WOM intentions. This study also reveals that knowledge gain and social support further strengthen the effectiveness of gamification in stimulating self-determination needs. Moreover, a favorable gamified experience can improve the perception of tourism expos, increasing tourists’ likelihood to purchase and recommend products. Originality/value: This research contributes to the limited literature on gamification in tourism by demonstrating its effectiveness in enhancing consumer engagement and behavior. The study provides a novel perspective by integrating SDT with gamification strategies and highlighting the critical role of knowledge gain and social support as crucial elements in gamification design. The findings offer practical insights for tourism expo organizers and related enterprises, suggesting that well-designed gamified experiences can significantly enhance tourism marketing efforts’ immediate and long-term success.
Link: http://dx.doi.org/10.1108/JSM-08-2024-0423 [Google]
Zhu, L., Y. Lin, M. Cheng and J. Cen (2025): How does service description contribute to peer-to-peer service satisfaction? Consumer clout matters, Journal of Services Marketing, 39(4365), pp.333-346
Purpose: This paper aims to decode how service descriptions contribute to consumer satisfaction in the peer-to-peer service context and how consumer clout interferes with such influence. Based on the expectation–confirmation theory, the authors hypothesise that lowered expectations induced by modest service descriptions strengthen the performance-satisfaction link. In addition, the authors posit that consumer clout influences the moderation effect of service descriptions. Design/methodology/approach: The paper is an empirical study using data of Airbnb, a representative peer-to-peer service platform. The data includes all listings in San Francisco, where Airbnb is headquartered. A total of 5,567 listing descriptions with 241,791 review comments were analysed after removing non-English texts. The host descriptions and guest reviews are analysed with the Linguistic Inquiry and Word Count and Google Cloud. The Tobit and ordered logistic models were used for hypothesis testing. Findings: Guests are more likely to give higher ratings when they feel positive about the accommodation services. Such effect is stronger for lower guest expectations induced by modest host descriptions, as lower expectations are more likely to generate positive surprise disconfirmation. The previous relationship is moderated by guest clout, as guests high in clout pay less attention to host descriptions and are less likely to be surprised. Originality/value: The paper investigates the joint influence of service descriptions and consumer reviews on peer-to-peer service satisfaction. The paper conducted entity-level sentiment analysis to examine opinions expressed towards specific types of entities. The paper also explored how consumer clout moderates the relationship, a boundary condition that previous studies have not explored.
Link: http://dx.doi.org/10.1108/JSM-07-2024-0325 [Google]
