Management and marketing research in service is at a turning point, and service research is increasingly challenging existing marketing myths and questioning the validity of traditional approaches. In this mainframe, service-dominant (S-D) logic and service science, along with many-to-many...

The purpose of this paper is to highlight how systems thinking contributes to decision making in uncertain contexts that are characteristic of service systems. Based on the assumption that service systems face complex conditions, the paper posits that systems thinking may support the...