Service Marketing Research Research Articles

Using PLS-SEM and XAI for causal-predictive services marketing research

Purpose This study aims to redefine approaches to metrics in service marketing by examining the utility of partial least squares – structural equation modeling (PLS-SEM) and eXplainable Artificial Intelligence (XAI) for assessing service quality, with a focus on the airline industry. Design/methodology/approach Using the Airline Passenger Satisfaction data set from Kaggle platform, this study applies PLS-SEM, facilitated by ADANCO software and XAI techniques, specifically using the SHapley Additive exPlanations TreeExplainer model. This study tests several hypotheses to validate the effectiveness of these methodological tools in identifying key determinants of service quality. Findings PLS-SEM analysis categorizes key variables into Delay, Airport Service and In-flight Service, whereas XAI techniques rank these variables based on their impact on service quality. This dual-framework provides businesses a detailed analytical approach customized to specific research needs. Research limitations/implications This study is constrained by the use of a single data set focused on the airline industry, which may limit generalizability. Future research should apply these methodologies across various sectors to enhance a broader applicability. Practical implications The analytical framework offered here equips businesses with the robust tools for a more rigorous and nuanced evaluation of service quality metrics, supporting informed strategic decision-making. Social implications By applying advanced analytics to refine service metrics, businesses can better meet and exceed customer expectations, ultimately elevating the societal standard of service delivery. Originality/value This study contributes to the ongoing discourse on artificial intelligence interpretability in business analytics, presenting an innovative methodological guide for applying PLS-SEM and/or XAI in service marketing research. This approach delivers actionable insights, not only in the airline sector but also across diverse business domains seeking to optimize service quality.

Quality of care in mental health services: does patient engagement play a role?

PurposeThe mental healthcare is experiencing an ever-growing surge in understanding the consumer (e.g., patient) engagement paradox, aiming to vouch for the quality of care. Despite this surge, scant attention has been given in academia to conceptualize and empirically investigate this particular aspect. Thus, drawing on the Stimulus-Organism-Response (S-O-R) paradigm, the study explores how patients engage with healthcare service providers and how they perceive the quality of the healthcare services.Design/methodology/approachData were collected from 279 respondents, and the derived conceptual model was tested by using Smart PLS 3.2.7 and PROCESS. To complement the findings of partial least squares (PLS)-based structural equation modeling (SEM), the present study also applied fuzzy set qualitative comparative analysis (fsQCA) to identify the necessary and sufficient conditions to explore substitute conjunctive paths that emerge.FindingsFindings show that patients’ perceived intimacy (PI), cohesion and privacy enhance the quality of mental healthcare service providers. The results also suggest that patients’ PI, cohesion and privacy have indirect effects on the perceived quality of care (PQC) by the service providers through consumer engagement. The fsQCA results derive that the relationship among conditions leading to patients’ perception of the quality of care in regard to mental healthcare service providers is complex and is best reflected as multiple and conjectural causation configurations.Research limitations/implicationsThe findings from this research contribute to the advancement of studies on patients’ experiences by empirically examining the unique dynamics of interaction between consumers (patients) and mental healthcare service providers, thereby enriching both the literature on social interactions and the understanding of the consumer–provider relationship.Practical implicationsThe results of this study provide practical implications for mental healthcare service providers on how to combine the study variables to enhance the quality of care and satisfy more patients.Originality/valueA significant research gap has ascertained the inter-relationship between PI, cohesion, privacy, engagement and PQC from the perspective of mental healthcare service providers. This research is one of the primary studies from a managerial and methodological standpoint. The study contributes by combining symmetric and asymmetric statistical tools in service marketing and healthcare research. Furthermore, the application of fsQCA helps to understand the interactions that might not be immediately obvious through traditional symmetric methods.

The impact of servicescape on consumer behavior from the perspective of territorial perception

This study aims to investigate the impact of physical and social factors in the servicescape on customer behavior through the mediation of customer territorial perception. Employing a quantitative analysis approach, the research conducted a questionnaire survey on 462 casual dining restaurant consumers in China, using a convenient sampling technique. Statistical tools are used to explore the influence mechanisms of territorial factors in the servicescape on customer behavior through territory perception. The study revealed that both physical and social factors in the servicescape significantly influence customers' territorial perception, subsequently impacting their behavior. By providing a new perspective on service marketing research, this study extends the existing research area and reflects the impact of customer-business and customer-customer interactions on business operations. It also reflects the hot research direction of customer experience in the servicescape. The practical significance of this research is highlighted for casual dining restaurant managers, emphasizing the necessity of comprehensive strategies, including overall planning of the service environment, functional layout design, and social interaction, to effectively manage the customer experience. Using territorial perception in the SOR (Stimulus-Organism-Response) model, this study gives useful information about territorial perception and could have a big effect on the service industry and market research by giving useful information for making the service environment better and customers happier.

Livestreaming commerce service quality measurement and its effect on swift guanxi, trust, and repurchase intention

Livestreaming commerce is an important emerging technology that has not been systematically investigated in service marketing research. This study aims to develop livestreaming commerce service quality (LSCSQ) measures and explores the impact of LSCSQ on repurchase intention from swift guanxi and trust perspectives. Four phases are conducted to measure and validate LSCSQ, including item generation, item purification, scale validation, and nomological validity testing. Three rounds of online survey by distributing questionnaires on the Wenjuanxing platform were conducted to collect data. Customers with livestreaming commerce service experience were selected and invited randomly to finish questionnaire. The valid samples in the first, second, and third rounds were 376, 264, and 308 respectively. SPSS 25.0 and SmartPLS 3.0 were employed to analyse data in this study. The results show that cues multiplicity, scene visibility, personalisation, informational fit-to-task, efficiency, empathy, real-time interactivity, language expressiveness, and edutainment are the measurements of LSCSQ. Moreover, LSCSQ positively influence repurchase intention by building swift guanxi and improving trust. This study contributes to the service quality and livestreaming commerce literature and provides theoretical tools for livestreaming retailers to improve their service quality by adopting better targeted strategy.

Environmental CSR, Customer Equity Drivers, and Travelers’ Critical Outcomes: A Stimulus–Organism–Response Framework

While environmental corporate social responsibility (CSR) has gained increased attention in sustainable tourism research, little is known about its impacts on customers in the context of the airlines. This study investigates the impact of environmental CSR on two critical customer outcomes, namely, purchase intention (PI) and switching behavior (SB). In light of the stimulus–organism–response (S-O-R) framework, this study further examines the joint mediating impact of customer equity drivers (CEDs) in the previously mentioned relationships. With a sample of Iranian air travelers, the results of the structural equation model revealed that environmental CSR significantly affects CEDs. While CEDs predict PI, they failed to reduce SB. Hence, CEDs jointly mediate the impact of environmental CSR on PI only. The results of the current study reveal nuances in the service marketing research by extending the impact of environmental CSR on travelers’ PI and SB via CEDs. Theoretical and practical implications are provided.

Model Radical Marketing and Customer Satisfaction Bank Jatim Branch Sememi Surabaya Region

Purpose: The purpose of the study is to test and analyze the Influence of Service Marketing, Referral Marketing, Trust Icon Corporate on Radical Marketing through Customer Satisfaction at Bank Jatim Sememi Branch Surabaya.
 Design/methodology/approach: Purposive Sampling Method. The total sample of 100 Customer Respondents at Bank Jatim Sememi Branch. This research is a Survey Research and Quantitative approach. The data analysis technique of this study uses the Partial Least Square (PLS) method.
 Findings: The results of Service Marketing Research do not directly affect Customer Satisfaction, Referral Marketing has a direct effect on Customer Satisfaction, Trust Icon Corporate does not directly affect Customer Satisfaction, Service Marketing has a direct effect on Radical Marketing, Referral Marketing has a direct effect on Radical Marketing, Trust Icon Corporate directly affects Radical Marketing. Service Marketing does not have an indirect effect on Radical Marketing through Customer Satisfaction. Radical Marketing does not have an indirect effect on Radical Marketing through Customer Satisfaction. Trust Icon Corporate does not indirectly affect Radical Marketing through Customer Satisfaction.
 Originality/value: This paper is original
 Paper type: Research paper

Stepping up, stepping out: the elderly customer long-term health-care experience

PurposeDemand for long-term care services increases with population aging. This study aims to develop a conceptual model of elderly customers’ health-care experiences to explore the antecedents, mechanisms and outcomes of social participation in long-term care service organizations.Design/methodology/approachUsing a two-phase data collection approach, this study collects data from 238 elderly customers in a long-term care service organization. The final data are analyzed through structural equation modeling.FindingsThe results show that care management efforts (i.e. customer education, perceived organization support, role modeling, perceived other customer support and diversity of activity) influence elderly customers’ psychological states (i.e. self-efficacy and sense of community), leading to increased social participation. In addition, high levels of social participation evoke positive service satisfaction and quality of life, both of which alleviate switching intention.Originality/valueThis study is one of the first conclusive service studies focused on the role of elderly customers’ social participation in their long-term care experience. The findings contribute to health-care service marketing and transformative service research, and expand understanding of elderly customers’ health-care experience, especially in long-term care service settings.

Penalizing Neural Network and Autoencoder for the Analysis of Marketing Measurement Scales in Service Marketing Applications

This paper discusses penalized neural networks to establish a stable neural network model for survey data measured by traditional marketing scales. Interpreting estimated hidden units and weights in a neural network is often challenging because of its non-identifiability. Factor models in social science are a traditional non-identifiable model for analyzing questionnaire measurements. Hence, many studies have proposed identification conditions. Accordingly, we propose penalty functions that represent the same identification conditions in standard factor models to reduce the non-identifiability and instability of neural networks. We apply these penalty functions in the empirical analysis of autoencoders with e-service quality scale data. The proposed method provides an explainable result that is theoretically reasonable in that e-service quality scale. Comparing the penalized autoencoder with traditional factor models, we discuss potential applications and tasks of the proposed method in service marketing research for further exploration.

Reacting to the paradigm shift: QCA study of the factors shaping innovation in publishing, information services, advertising and market research activities in the European Union.

The aim of this paper is to assess technological innovation (i.e., technological, product and process innovation) in publishing activities, information service activities, advertising and market research companies in the European Union context. The study analyzes whether internal conditions, such as human capital and conditions external to companies, such as cooperation and public funding, are necessary and/or sufficient conditions for technological innovation to occur. To test the proposed model, a fuzzy comparative qualitative analysis (fsQCA) is employed, and different causal configurations are analyzed. The results show that no single condition limits the occurrence of product and process innovation. However, several causal configurations of sufficient conditions for innovation and an absence of innovation are identified. Finally, it cannot be concluded that factors determining technological innovation are different for the different typologies of companies studied. No clear patterns are identified for the countries included in the study either.

Viewpoint: service marketing research priorities

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 literature. Findings It is observed that research into marketing and into service as an object of marketing, or as an offering, has been neglected for two decades and more. It is also shown that to restore its credibility, marketing needs to be reinvented. Furthermore, the point is made that if a proper understanding of service as an object of, for example, innovation, design, branding and development is lacking, or even only implicitly present, valid research into those and other important topics is at risk. Research limitations/implications This paper discusses two neglected topics within the domain of service research. Other important areas of future research are not covered. However, the paper offers directions for service marketing research fundamental to the development of the discipline. Originality/value In earlier discussions of service and service marketing research priorities, the observation that service and marketing are neglected topics that need to be studied and further developed has not been made. The paper emphasizes that service marketing research also needs to return to its roots and suggests possible directions for future research.

The evolution and impact of qualitative research in Journal of Services Marketing

PurposeThe purpose of this paper is to review the evolution of empirical research methods in Journal of Services Marketing (JSM), how the choice of methodology is related to the research topic, and how methodology affects the impact of papers published in JSM.Design/methodology/approachBased on citation data from Scopus, bibliometric methods are used to describe the methodological evolution of literature over the period 1987-2017. Indicator correlations and logistic regression are used to test the methodological predispositions of research topics. Negative binomial regression is used to test the impact of paper methodology on paper citations on 1,036 papers.FindingsQualitative research methods have remained relatively rarely used in JSM (7.5 per cent qualitative papers, 13.4 per cent mixed methods), with no major changes over the past 15 years. The variety of research methods has slightly increased in the latest years. There are considerable differences in the methodological predispositions of research topics. The methodology does not directly affect the impact of papers. However, use of mixed methods may positively affect paper impact. Papers focusing on conceptual development tend to be cited more.Research limitations/implicationsThe review indicates that quantitative methods dominate research in JSM. However, future research challenges in service marketing research call for a reconsideration of the role of qualitative research for JSM. Findings point out that several research topics could benefit from further qualitative research.Originality/valueProvides an overview of the latest development in research methodologies used in JSM, and direct statistical evidence on how paper methodology and other characteristics influence paper impact. Identifies areas for further qualitative research.

Value co-creation in service marketing: A critical (re)view

The present study critically explores and discusses the concept of value co-creation as revealed and recognized in the research streams that have formed the conceptual basis for the construct: service-dominant logic, service logic, and customer-dominant logic. The study is positioned within critical hermeneutics; thus, a hermeneutic review strategy is applied and the subsequent critical discussion is inspired by a Habermasian understanding of society as composed of a system and lifeworld. The findings of the study are twofold; they reveal how different underlying assumptions frame the perception of the unit of analysis when focusing on value co-creation and how that the relocation of the locus of value creation from the company to the customer sphere hides that value is an economic concept in service marketing research. Moreover, the analysis reveals that in services market research, the concept of value co-creation in a company is applied to analyze the customer domain. This dimension has not received much academic attention despite that the existing concept might be applicable neither analytically nor empirically. Extant literature on value co-creation acknowledges that the meaning of the concept is still obscure. The present study therefore contributes to literature with a refined conceptual understanding of how the underlying perceptions of the concept lead to different analytical foci in existing research and by identifying questions for further research. Moreover, the review and the discussion are based within a hermeneutic paradigm and contribute as such with a rarely applied review methodology within the field of service marketing.

Making sense of customer service experiences: a text mining review

Purpose The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical, social, cognitive, affective and sensorial). In this research, the contribution of the sensorial dimension to CSE research is emphasized. Senses are especially important in forming perceptions within servicescapes that are typically rich in sensory stimuli. Design/methodology/approach This study systematically identifies 258 articles published between 1994 and 2018 in services and marketing journals. The analysis uses a text mining approach with the Leximancer software to extract research concepts and their relationships. Findings The results demonstrate a shift from CSE research focused on brands and products toward value and interaction, around three focal areas: service system architecture, with its value creation processes; servicescape, with an increasingly digital interaction interface and outcome measures, with a stronger focus on emotional and relational metrics. In CSE research, the physical, social and cognitive dimensions are mostly researched in the focal areas of servicescape and outcome measures. Although important in practice, the sensorial dimension is the least investigated CSE dimension in service marketing research. Text mining insights demonstrate rich opportunities for sensorial research, particularly in studies on servicescape. Practical implications The synthesis will inform managers and service providers which elements of CSE are most relevant to customers when forming perceptions. These insights help service providers to control, manage and design (multi)-sensory stimuli that influence how customers will make sense of the servicescape. Originality/value This research is one of the first studies to examine the conceptual structure of CSE with a text mining approach that systematically analyzes a large set of articles, therein reducing the potential for researchers’ interpretative bias. The paper provides an assessment of the role of the largely neglected but crucial sensorial dimension, and offers future research suggestions into this emerging topic.

Customers’ emotions in real time: measuring affective responses to service and relationship quality at the reception desk

PurposeThe purpose of this paper is to explore customers’ emotions during a host–guest interaction at the reception desk of a hotel. Guests’ emotional responses are analyzed in real time to understand their link to behavior and levels of service and relationship quality.Design/methodology/approachTo achieve this aim, 225 random customers experience six different types of interactions (scenarios) at a staged reception desk, representing a high/low service or relationship quality. The emotions provoked within guests are (video) recorded and analyzed with the help of SHORETM, a facial recognition software that processes four basic emotions derived from human muscular activity and calculates average emotional scores per scenario.FindingsResults reveal that customers respond more positively to service than to relationship quality. Informal approaches to interacting with guests are mixed; they can both excite or irritate customers. As with existing evidence in service marketing research, the results found out through this study demonstrate that a good service recovery process seems to immediately generate more satisfied customers than do constant high-quality standards.Research limitations/ImplicationsThe main limitations are related to the semi-staged nature of social interactions, which might cause distortions in measuring emotions and limitations in the comparability of cases.Practical ImplicationsPractical implications are directed to service designers and managers in hospitality to improve service design and ensure effective service recoveries.Originality/valueThis paper introduces a novel approach for assessing host–guest interactions in tourism based on a real-time emotional assessment of service and relationship quality in hospitality. Technologically advanced observation techniques enable in-depth analyses of actions and emotional responses between hosts and guests across time. New insights concerning service design and service recovery management are gained for practitioners and for future research.

Encouraging male participation in cancer resource centers

ABSTRACTThis research investigates reasons why male cancer patients may refrain from patronizing cancer resource centers. By drawing upon a wide range of research from the social sciences and visual design literatures, the authors put forth original propositions that suggest how cancer resource center managers can manipulate a center's servicescape, or built environment, as well as its service offerings, website design, and printed communications to attract more male cancer patients. Despite the inherent challenges of discussing gender in cancer care and limitations to its generalizability in all settings, this research reveals that differences exist regarding the way men and women respond to cancer resource center marketing initiatives. Given the profound benefits that cancer resource centers often assume in a cancer patient's life, including a decreased mortality rate, we encourage service marketing and public health researchers, as well as cancer resource center directors, to consider the propositions put forth in this paper.

Modeling the consumer journey for membership services

PurposeThe purpose of this study is to model the consumer journey of admission-based membership services from initial purchase to full-season memberships. Particularly, the study pays attention to customer-owned contacts (purchase behavior) and service-owned contacts (salesperson voice- and text-based communications), to examine longitudinal internal data to determine factors which hinder and propel customers toward full memberships.Design/methodology/approachOn the basis of big data supplied by a National Hockey League team, the study uses three simultaneous equations in modeling to account for potential endogeneity related to the likelihood that sales and service personnel are more likely to contact frequent customers. The longitudinal data allow us to map the customer journey over the course of multiple years, compared to typical cross-section studies.FindingsThe findings show that as customers increasingly own committed points of contact, they are prepared to move to the next level – but rarely skip major steps in the relationship journey. The quantity, type and timing of customer contacts by the service firm may hinder or propel the customer down the path to purchase full memberships.Research limitations/implicationsThe prevalence of big data among service firms should allow researchers to better understand how consumers respond to contact strategies over time, as well as fluctuations in firm performance. The research adds to the customer journey research stream, while meeting the call of researchers to bridge the gap between service marketing research priorities and current practice.Practical implicationsSales practices and marketing automation tactics may come at the cost of burning leads and alienating future members. Frequent text-based contacts absent voice-based interactions hinder consumer journey and work against relationship building. Service marketers can learn how to better allocate resources, properly manage and motivate contact strategies and target campaigns to send the right message via the right media at the right time.Originality/valueThis is the first study to map customer journey for admission-based, membership services. The longitudinal approach across multiple years provides a deep understanding of how customers take steps toward loyal membership status, while also pinpointing potential drawbacks of current contact strategies.

Retrospective: “culture shocks” in inter-cultural service encounters?

Purpose The article “Culture shocks” in inter-cultural service encounters was published in 1999. The purpose of this paper is to analyze how the scientific discussion about this issue has developed and which open research questions are still awaiting solutions. Design/methodology/approach The main contributions of the original article are evaluated in the light of the current state of research. Simultaneously, the scientific development is commented on the basis of the original theoretical and empirical insights. Findings The original article belongs to those that initiated an extraordinary development of the research field. Aspects of inter-cultural encounters have found increasing attention in service marketing research. However, some fundamental problems of inter-cultural studies are still unresolved, and some of the theoretical and management oriented stimuli of the 1999 paper still seem worthy of consideration. Originality/value The retrospective analysis gives insight into the scientific development of the research on inter-cultural service encounters. It identifies relevant development lines, new perspectives and open questions for future research.

Retrospective: a cross-sectional test of the effect and conceptualization of service value revisited

Purpose This paper aims to provide an evaluation of the findings first put forward in the article “A cross-sectional test of the effect and conceptualization of service value” with the benefit of hindsight, and to offer directions for further research and developments in the research area. Design/methodology/approach Research directions which emanated from the publication of the paper have been examined in the light of current service(s) marketing theory and practice. As a result, promising current and future strands of research have been identified. Findings The focus of both the original and this paper is on the conceptualization and measurement of the value construct. Although much theory has been advanced relative to the measurement of value, the marketing literature lacks a conceptualization and measures that reflect this theory. Research limitations/implications The implication of the paper is that marketing scholars tend to focus more on to other studies before exhausting the opportunities to identify and test appropriate conceptualizations and measures of core marketing constructs such as value, quality, sacrifice and satisfaction. Practical implications Although value is universally identified as a major driver of consumer decision-making, a full appreciation of its role in the strategic marketing efforts of organizations depends on having an accurate conceptualization and measures. The original paper and this revisit motivate and assist organizations in their efforts to better understand value and its impact in the decisions made by consumers. Social implications To contribute to the needs and wants of society, organizations must identify what is valued by society. The original and this revisit identify the creation of value as a basic need in encouraging consumer behaviours when the intent is to satisfy societal needs or desires. Originality/value The original paper was highly rated, and generated discussion and important further research. It has value as part of the history of service marketing research. The retrospective analysis by the authors gives a unique insight into processes and thinking associated with understanding key aspects that contribute to the historical development of service marketing, and provides substantial food for thought for future research directions.

호텔의 서비스스케이프 요인과 특성에 관한 연구 - 서울시 1급 관광호텔 사례를 중심으로 -

The servicescape of a hotel means the physical environment in which a service is produced and consumed. The users perceive the quality of the service and their inner response affects their satisfaction or behavior such as repurchase. Servicescape has been addressed mainly in marketing as a strategic element of service marketing research. The aim of this research is to find out which dimensions of servicescape is required in hotel facilities and to identify servicescape of tourist hotel in Seoul. For this study, questionnaire survey with facilities users and site research were used. Servicescape factors were derived cleanliness, convenience, aesthetics and ambience. According to case study, the most significant servicescape need for hotel facilities was cleanliness. Therefore, facility managers must continuously manage the facilities. In terms of convenience, layout of guest bathrooms and furniture was the important indicator of servicescape. Facility aesthetics play an important role as differentiation from competitors. By providing a customized design, customers choose hotels that best satisfy their needs. It is important to recognize that ambience can be controlled to a large extent by facility management.

“Futurizing” smart service: implications for service researchers and managers

Purpose – The purpose of this paper is to craft a future research agenda to advance smart service research and practice. Smart services are delivered to or via intelligent objects that feature awareness and connectivity. For service researchers and managers, one of the most fascinating aspects of smart service provision is that the connected object is able to sense its own condition and its surroundings and thus allows for real-time data collection, continuous communication and interactive feedback. Design/methodology/approach – This article is based on discussions in the workshop on “Fresh perspectives on technology in service” at the International Network of Service Researchers on September 26, 2014 at CTF, Karlstad, Sweden. The paper summarizes the discussion on smart services, adds an extensive literature review, provides examples from business practice and develops a structured approach to new research avenues. Findings – We propose that smart services vary on their individual level of autonomous decision-making, visibility and embeddedness in objects and customer lives. Based on a discussion of these characteristics, we identify research avenues regarding the perception and nature of smart services, the adoption of smart services, the innovation through smart services as well as regarding the development of new business models. Originality/value – Smart services is a new emerging topic in service marketing research, their implications on organizations, customers and the service landscape have not been fully explored. We provide a fresh perspective on service research by characterizing relevant aspects of smart service that will stimulate fruitful future research and advance the understanding and practice of smart services.