TY - JOUR
T1 - Editorial
T2 - service research in the new (post-COVID) marketplace
AU - Rosenbaum, Mark Scott
AU - Russell-Bennett, Rebekah
N1 - Publisher Copyright:
© 2020, Emerald Publishing Limited.
PY - 2020/9/3
Y1 - 2020/9/3
N2 - Purpose: The aim of this paper is to encourage service researchers to consider the long-term or permanent impact of the coronavirus-2019 (COVID-19) on services, service delivery, organizational structures, service providers and service systems from global perspectives. Design/methodology/approach: This editorial is based on the personal reflections of the Journal of Services Marketing editors. Findings: The services marketing discipline emerged in a time when customers and employees were encouraged to engage in social interaction and to form relationships, as many service encounters were deemed as social encounters. COVID-19 has impacted the ability of customers and employees to freely engage in social interaction, and as a result, we need to consider the steadfastness of our foundational theories and conceptual models in the “new” marketplace. Research limitations/implications: The editors put forth a series of sixteen research questions that warrant future empirical and descriptive research. Practical implications: Managers can understand how COVID-19 will profoundly impact dramatic changes in the marketplace and prepare for them. Originality/value: This study suggests that our theoretical and practical understandings of service industries has been significantly impacted by COVID-19.
AB - Purpose: The aim of this paper is to encourage service researchers to consider the long-term or permanent impact of the coronavirus-2019 (COVID-19) on services, service delivery, organizational structures, service providers and service systems from global perspectives. Design/methodology/approach: This editorial is based on the personal reflections of the Journal of Services Marketing editors. Findings: The services marketing discipline emerged in a time when customers and employees were encouraged to engage in social interaction and to form relationships, as many service encounters were deemed as social encounters. COVID-19 has impacted the ability of customers and employees to freely engage in social interaction, and as a result, we need to consider the steadfastness of our foundational theories and conceptual models in the “new” marketplace. Research limitations/implications: The editors put forth a series of sixteen research questions that warrant future empirical and descriptive research. Practical implications: Managers can understand how COVID-19 will profoundly impact dramatic changes in the marketplace and prepare for them. Originality/value: This study suggests that our theoretical and practical understandings of service industries has been significantly impacted by COVID-19.
KW - Conceptual
KW - COVID-19
KW - Enclosed malls
KW - Futurizing
KW - Globalization
KW - Nationalism
KW - Relationship marketing
KW - Research priorities
KW - Service strategy
KW - Trends
UR - http://www.scopus.com/inward/record.url?scp=85091151563&partnerID=8YFLogxK
U2 - 10.1108/JSM-06-2020-0220
DO - 10.1108/JSM-06-2020-0220
M3 - Editorial
AN - SCOPUS:85091151563
SN - 0887-6045
VL - 34
SP - 1
EP - 5
JO - Journal of Services Marketing
JF - Journal of Services Marketing
IS - 5
ER -