When service technologies and human experiences intersect

Mark Scott Rosenbaum, Rebekah Russell-Bennett

Research output: Contribution to journalEditorialpeer-review

15 Citations (Scopus)


Purpose: This paper aims to identify future research opportunities that address human–technology service interactions. Design/methodology/approach: This editorial is based on the author’s personal reflections and conceptualizations of ideas from past previous research and theory. Findings: The authors identify three opportunities for further research on technology and humanity: service technology and social interaction and service technology and societal prosperity. Research limitations/implications: Service researchers need to realize that topics such as technology, robots, artificial intelligence are not mutually exclusive from topics that seek to improve the human condition, such as transformative service research. We encourage service researchers to explore how digital technologies in service domains impacts consumers, communities, and even, global humanity. Practical implications: Researchers have guidance on areas in which pioneering theoretical and methodological opportunities abound. Originality/value: This editorial offers new perspectives on technology and humanity considering the effect of the global pandemic.

Original languageEnglish
Pages (from-to)261-264
Number of pages4
JournalJournal of Services Marketing
Issue number3
Publication statusPublished - 2021
Externally publishedYes


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