Purpose: The purpose of this paper is to suggest some ways that service scholars can shape the future of the service discipline by building knowledge that is useful to businesses, individuals, communities, institutions, society and the bio-environment. Design/methodology/approach: This paper...

Purpose: The purpose of this paper is to explore innovations in customer experience at the intersection of the digital, physical and social realms. It explicitly considers experiences involving new technology-enabled services, such as digital twins and automated social presence (i.e. virtual...