Journal of Services Marketing Cover Image for Volume 40, Issue 6
Current Issue
Volume 40,
Issue 6,
26 June 2026

About the Journal

Journal of Services Marketing addresses a range of services-related issues of interest to marketing scholars and relevant to marketing professionals who represent a broad range of service industries.

Submission information

Accepted manuscript types and word counts

  • Article — up to 11000 words
  • Viewpoint — up to 6000 words
  • Commentary — up to 11000 words
  • Editorial — up to 3000 words
  • Extended Editorial — up to 2000 words

Please see the article types and word counts section on the about this journal page for more information. The word count includes all text, figures and tables. When estimating your total, please allow 280 words for each figure or table. Read more about the article types for this journal.

Reference style

Use the Harvard reference style. Read more about the reference types for this journal.

Keywords

When you submit to the journal, you’ll be able to choose up to 6 keywords that describe the main topics of your paper from a list of recommended keywords.

Peer review type

Double anonymous peer review. All submissions are sent to at least 2 independent and anonymous reviewers.

Open access options

This is a hybrid journal. Hybrid journals are subscription journals but offer all authors the option to publish their work open access. If you choose to publish open access you will be required to pay an article processing charge (APC). Alternatively you can opt for the green open access route and self-archive your article (at no cost to the author). Read more about our open access options.

Accepted languages

This journal only accepts manuscripts written in UK or US English.

Accepted submission files

Article files should be provided in Microsoft Word format.

View author guidelines

Calls for papers

Closes: 31st July 2026

This issue explores how services marketing's historical development shaped its present limitations and how revisiting its origins can inform a more relevant, ethical future.

Guest editor(s): J. Joseph Cronin Jr, D.M. Nagel

Closes: 31st July 2026

Service research must evolve beyond cognitive metrics to centre discrete emotions and well‑being, understanding experiences like joy, anxiety, or pride across physical, digital, and hybrid contexts.

Guest editor(s): Rory Mulcahy, Kate Letheren