... that integrates PH-CX research, 4E cognitive science and service design. Batat’s PH-CX framework is reinterpreted as a distributed cognitive system in which driving forces, connectors and experiential pillars shape how consumers perceive, act and create value across physical and digital service settings...

.... Corresponding author Crystal T. Lee crystal.ty.lee@gmail.com 08 10 2025 09 02 2026 24 05 2026 19 07 2026 20 07 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Service design Sustainable service Culture Service...

... in AI Service systems Service design Personalization Customer experience Contextual intelligence Service innovation Service delivery Artificial intelligence (AI) is rapidly transforming service encounters, not only by improving efficiency and personalization but also by reshaping how...

... knowledge required for phygital service success. 13 07 2025 07 10 2025 05 12 2025 24 12 2025 06 01 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Satisfaction Children Digital Service design Servicescape...

... technology Artificial intelligence Service design Self-service technologies (SSTs) – including self-checkouts, self-service kiosks, in-store tablets and other devices – serve as interfaces where customers can independently produce a service without direct assistance from employees (Grewal et al...

... 2025 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Atmospherics Qualitative research Servicescape Service design There is a human technology before there is a material technology. No doubt the latter develops its effects...

..., practice-based approach aligned with how consumers “do services.” Design/methodology/approach This paper reviews five decades of statistical segmentation research, highlighting its strengths and challenges. It incorporates practitioner insights to explore the barriers of applying segmentation models...

... commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at Link to the terms of the CC BY 4.0 licence. Service innovation service design service ecosystem Service marketing and management...

... The findings offer service managers a framework for designing emotionally resonant, inclusive and technologically adaptive environments that support satisfaction, loyalty and well-being for both consumers and employees. Social implications The model encourages service designs that promote emotional well...

...Kristina Heinonen Purpose This paper aims to reframe and refine human centricity for service innovation by integrating Service design ( SD ) and Customer-dominant logic ( CDL ). While both approaches prioritize the individual, they frame the customer’s role, context and value formation...

...Phuong Quang Dao; Maria Holmlund; Johanna Gummerus Purpose This study aims to propose service design (SD) as a promising approach for mitigating crises. It also examines how SD has been applied to address crises originating outside the organization, with a particular focus on shifts in consumer...

...Josina Vink; Audun Formo Hay; Zhipeng Duan Purpose The purpose of this commentary is to adapt the underpinnings of service design by integrating relational perspectives. This adaptation is needed to avoid reproducing the assumption of separateness in transformation efforts, which can inadvertently...

...Martina Čaić; Núria Solsona Caba; Tuuli Mattelmäki Purpose Amid global uncertainty and systemic challenges, service design is increasingly recognized for its potential to drive meaningful change across societal and organizational contexts. The purpose of this viewpoint is to identify emerging...

... fairer service design and better-informed public policy. Originality/value This study introduces AI-enabled dynamic measurement as a paradigm shift in marketing, bridging academic research and real-world application. It advances marketing theory and practice by offering a flexible, culturally...

... commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence maybe seen at Link to the terms of the CC BY 4.0 licence. Narrative images Service design co-design Health services Vulnerability Complex services...

...Susana Díez-Calvo; Iván Lidón; Rubén Rebollar; Ignacio Gil-Pérez Purpose This study aims to identify and map the problems of participatory processes in policymaking through a Service Design approach. Design/methodology/approach First, 50 semi-structured interviews were conducted with experts...

... recently garnered attention in service design research (e.g. Korper et al., 2021 ; Shu and Lupo, 2021). Korper et al. (2021) emphasize that interaction with artifacts plays a crucial role in customers’ meaning-making, which facilitates resource integration and value cocreation. Since...

..., such as lower prices or expectations of significant product evolution in the future. Service strategy Digital Service design Quantitative research Conjoint analysis Behavioural insight The Software-as-a-Service (SaaS) business model attracts startup firms because of high consumer interest...

... 24 01 2024 28 01 2024 © Emerald Publishing Limited 2024 Emerald Publishing Limited Licensed re-use rights only Service innovation Service design Employees Co-creation Proxies Transformative service mediator Transformative service design Norwegian Research Council...

..., which restrict consumer choice without necessarily considering how consumer vulnerabilities like low financial or interpersonal power might cause them to react to such restrictions. Thus, the purpose of this paper is to examine service designs that limit the choices consumers are given in terms...