Future research agenda in services
| Questions | Theories |
|---|---|
| Customer satisfaction and customer relationship | |
| How to enrich service research beyond the positivistic approach? | Theory of innovation Service productivity theory Value cocreation Social comparison theory |
| How and under which conditions can technology be adopted as an antecedent of customer satisfaction? | Unified theory of acceptance Affinity theory |
| How and why does customer satisfaction evolve in the postpandemic world? | Customer experience theory Social cognitive theory Chaos theory |
| What are the changing needs and expectations of customers? | Experience theory Social cognitive theory Transformative learning theory |
| How to adapt sustainability in customer relations? | Sustainable development Stakeholder theory Social exchange theory |
| How to transform service companies’ CRM strategies? | Effectuation theory Transformative learning theory Chaos theory Complexity theory |
| Service quality and servicescape | |
| What are the changing factors affecting service quality perception of customers? | Service quality Transformative learning theory Cognitive consistency theory |
| Can SERVQUAL still provide valid and reliable results in a service context? | Service quality Control theory Effectuation theory |
| What are the mediating and moderating variables in the relationship between service quality and employee-level outcomes? | Service quality Social exchange theory Value chain |
| How to redefine, redesign and redevelop the service quality concept and its measurements in the postpandemic world? | Service marketing triangle Chaos theory Complexity theory Technology acceptance theory Effectuation theory |
| Service dominant logic: value creation | |
| How can customer cocreation value be proceeded in the new normal? | Service dominant logic Transformative learning theory Customer coproduction Norm activation model Stimulus–organism–response theory |
| How can sustainability be adopted into the cocreation value? | Sustainability theory Stakeholder theory Corporate social responsibility Stimulus–organism–response theory Value cocreation Social cognitive theory |
| How to use innovation in ensuring customer cocreation value? | Value cocreation Social innovation theory Resource‐based view Stakeholder theory |
| What is the changing role of new-generation technologies in achieving cocreation value? | Innovative entrepreneurship Mangle theory Uses and gratifications theory Consumer culture theory |
| Could employee-oriented nature of service sector be replaced by the new technology? How? | Transformative learning theory Effectuation theory Chaos theory Complexity theory |
| Can service robots be used more in the future of service context? | Theory of the uncanny valley Institutional theory Stakeholder theory Role theory |
| Methodology and market orientation | |
| Could predominance of quantitative analysis be replaced by other methodologies? | Technology acceptance |
| Do field studies provide a better explanation of the service domain? | – |
| Does longitudinal study present better justification of service domain? | – |
| How to link market orientation-innovation process? | Theory of organizational learning Resource-advantage theory |
| Service encounter | |
| Can technology be an antidote to solve customer complaints? | Technology acceptance Customer satisfaction Service fairness theory Appraisal theory |
| Can technology minimize service failures deriving from human errors? | Technology-based service Theory of the uncanny valley Appraisal theory |
| Can technology make service context more safe in the postpandemic world? | Theory of planned behavior Stimulus–organism–response theory The unified theory of acceptance and use of technology |
| How could employee awareness be improved about sustainability in the service context? | Innovation theory Theory of organizational learning The ambidexterity theory of leadership for innovation |
| How to ensure sustainability in the service industries? | Institutional theory Signaling theory Agency theory |
| How do service employees react to the pandemic and its effects? | Social exchange theory Social cognitive theory Emotion regulation theory |
| How can service encounter be designed in the postpandemic world? | Role theory Service encounter needs theory Chaos theory Complexity theory |
| Questions | Theories |
|---|---|
| How to enrich service research beyond the positivistic approach? | Theory of innovation |
| How and under which conditions can technology be adopted as an antecedent of customer satisfaction? | Unified theory of acceptance |
| How and why does customer satisfaction evolve in the postpandemic world? | Customer experience theory |
| What are the changing needs and expectations of customers? | Experience theory |
| How to adapt sustainability in customer relations? | Sustainable development |
| How to transform service companies’ CRM strategies? | Effectuation theory |
| What are the changing factors affecting service quality perception of customers? | Service quality |
| Can SERVQUAL still provide valid and reliable results in a service context? | Service quality |
| What are the mediating and moderating variables in the relationship between service quality and employee-level outcomes? | Service quality |
| How to redefine, redesign and redevelop the service quality concept and its measurements in the postpandemic world? | Service marketing triangle |
| How can customer cocreation value be proceeded in the new normal? | Service dominant logic |
| How can sustainability be adopted into the cocreation value? | Sustainability theory |
| How to use innovation in ensuring customer cocreation value? | Value cocreation |
| What is the changing role of new-generation technologies in achieving cocreation value? | Innovative entrepreneurship |
| Could employee-oriented nature of service sector be replaced by the new technology? How? | Transformative learning theory |
| Can service robots be used more in the future of service context? | Theory of the uncanny valley |
| Could predominance of quantitative analysis be replaced by other methodologies? | Technology acceptance |
| Do field studies provide a better explanation of the service domain? | – |
| Does longitudinal study present better justification of service domain? | – |
| How to link market orientation-innovation process? | Theory of organizational learning |
| Can technology be an antidote to solve customer complaints? | Technology acceptance |
| Can technology minimize service failures deriving from human errors? | Technology-based service |
| Can technology make service context more safe in the postpandemic world? | Theory of planned behavior |
| How could employee awareness be improved about sustainability in the service context? | Innovation theory |
| How to ensure sustainability in the service industries? | Institutional theory |
| How do service employees react to the pandemic and its effects? | Social exchange theory |
| How can service encounter be designed in the postpandemic world? | Role theory |
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