Viewpoint: internet revolution lessons applied to post-pandemic service delivery (a North American perspective)

Abstract

PurposeThis study aims to propose research directions for service providers to most effectively navigate through (and beyond) the post-pandemic service delivery challenges from a North American perspective.Design/methodology/approachThis paper is based on the personal reflections of an academic researcher who has focused on the intersection of technology in services marketing for nearly 25 years.FindingsThe paper takes the position that much of what was learned through the internet revolution (early 2000s) can help us to understand the process of evolving into a post-pandemic environment. Both situations completely altered the way services are typically produced and consumed, and academic researchers can (and should) play a role by addressing these important business issues. Two major themes from early Self-Service Technology (SST) research include consumer adoption of new technologies and the consumer experience with SSTs. Pandemic requirements for service providers forced a very similar adaptation as experienced during the internet revolution with SSTs, thus our pandemic experiences can be viewed through a similar lens.Research limitations/implicationsThis paper urges service researchers and business professionals alike to consider the potential improvements in service delivery from the adjustments to the COVID-19 pandemic and, as appropriate, incorporate those into service provision in the future. Just as firms who were best able to adapt to the internet revolution dynamics were most successful, those that are able to adjust most quickly in the post-pandemic environment are likely to be the most successful.Originality/valueThe insights provided here are intended to stimulate research and continued exploration of the post-pandemic service environment.