Editorial: Research priorities in the new service marketplace

Purpose: This editorial aims to identify new research priorities in the service marketplace that are emerging because of consumer and organizational trends in the shadow of the global pandemic. Design/methodology/approach: A conceptual approach is used that draws on observations from practitioners to synthesize changes in consumer values, motivations and behaviors as they pertain to service consumption, design and delivery. This editorial draws on current trends and recent service research to discuss the current state of the marketplace and to uncover areas in which research voids exist. Findings: This editorial offers ten research priorities for service researchers. These research priorities are supply chain and staffing shortages; sustainable services, older consumers embrace digital technologies; digital financial services; consumer pursuit of personal and spiritual awareness; participating in virtual communities, networks and worlds; affinity for peer-to-peer commerce; transformative places; seeking self-love services, and social distance concerns. Research limitations/implications: Academicians are provided with a series of research priorities that are interesting, timely and relevant for the new service marketplace. Practical implications: Service academicians are encouraged to pursue empirical and descriptive investigations in-line with the priorities developed in this editorial. These research priorities are relevant, timely and interesting. Originality/value: This work presents scholars with a historical overview of trends in service research. The challenges posed by the pandemic represent the beginning of a new era in service research thought and practice as many previously held theories and understandings of consumers’ marketplace behaviors have permanently changed due to behavioral changes that transpired during governmental mandated lockdowns.