Purpose: This paper aims to emphasize two key research priorities central to the domain of service marketing. Design/methodology/approach: Reflections based on conceptual analysis of the current level of knowledge of service as an offering and of the nature of service marketing in the...

Purpose: The definition of value adopted by the current service perspective on marketing theory is value as value-in-use. Surprisingly, however, little attention has been given to the question of what constitutes value-in-use for customers in service contexts? Therefore, the aim of this study...

Purpose: Although health-care features prominently in transformative service research, there is little to guide service providers on how to improve well-being and social change transformations. This paper aims to explore actor-level interactions in transformative services, proposing that...