This ground-breaking Research Agenda provides unique insight into the evolution and development of service marketing. Expert contributors present an in-depth overview of the current state of the field, and critically analyse the diverse range of future directions available to researchers.

Purpose: When customers feel that they have no choice but to stay with their current provider to obtain a service that they need, they feel captive. This study aims to investigate customer captivity as a type of vulnerability and evaluate its effects on customers’ service evaluation and...