Service Research


A Critical Review & New Directions, Special issue of Journal of Services Marketing; Initial proposal deadline Ag 208187

Call for Papers

Service Research: A Critical Review & New Directions
Journal of Services Marketing
Bi-Annual Review Issue 2020

Edited by J. Joseph Cronin, Jr. and Duane M. Nagel
Submission Deadline: January 31st, 2019

We are excited to announce a new initiative for Journal of Services Marketing, we are introducing a bi-annual special issue (SI) that is dedicated to development in the service field. Every two years we aim to produce an issue that contains the latest thinking in the literature in the field and ideas to advance the field. This will be the inaugural issue.

Submissions to the 2019 JSM Bi-Annual Review Issue are now being accepted. The editors welcome targeted reviews of the scientific literature, which make a contribution to our understanding of the topic of interest, and highlight significant gaps that require the development of new theory, research methods, and empirical work.

JSM has a 2016 impact factor of 1.88, ranks #67 out of 121 journals in the “Business” category (source: 2016 Journal Citation Reports) and is a Q1 (quartile 1) on the 2016 Scimago rankings.

Background to the Inaugural JSM Bi-Annual Review Issue

Articles published in the Annual Review issue are meant to summarize the current state of knowledge pertaining to services marketing in general, and for the specific issues noted in the call for papers, by offering a critical review of service marketing literature to provide direction for the future research efforts of service scholars. It is not the goal of the SI to introduce new theories or methods, or to publish data-driven research papers. Submissions that are based on self-reflections, or personal perspectives, are also not sought for the SI. Preferred papers will be well-cited critical and descriptive reviews that address the “state of research” specific to services in general, or specific topics of interest to service scholars. Potential contributors are strongly advised to consult the call for papers carefully and to contact the SI Editors if they have specific questions as to the relevancy of a specific topic.

The process will have two steps, an initial proposal phase (5 pages in length) which will be reviewed and suggestions offered to strengthen the final paper and then a submission of a full-length paper.

1. Submissions Procedure

  1. Initial proposal

    Documents should be submitted via email to the guest editors ( and with a cc to the co-editor, by August 1, 2018. The proposal document must contain:

    • A cover page, incorporating the article title, author names and affiliations, and contact information (not for peer review)
    • An extended abstract of the proposed review article, which clearly states the intended contribution of the article to the field
    • A bibliography, containing the key references that will form the basis of the article.

    The pages following the cover page should begin by repeating the title of the proposed article. The entire proposal (excluding the cover page) should not exceed 5 double spaced pages, in 12-point Times New Roman font, with 1 inch margins surrounding each page of text.


  2. Potentially suitable proposals will be reviewed by at least two anonymous reviewers, who are blind to the identity of the author(s). All submissions will be handled by one of The Bi-Annual Review Issue editors and a decision will be sent to the first author as to whether the proposal can proceed to development into a full-length article for further consideration.
  3. Once contributors have been informed that their proposal has been accepted to be developed into a full-length article for further consideration, a timeline for completion will be given by the editors of approximately six months. Full-length manuscripts should not be submitted unless invited following a favorable editorial decision based on a previously submitted proposal document. Any uninvited full-length manuscripts will be desk rejected by the editors.

2. Submission of full Manuscripts

  1. The full manuscript must be submitted electronically at To be considered for publication, the article must be prepared according to the requirements on the Emerald website. Articles invited for revision must not exceed 40 double spaced pages (9,000 words), including the abstract, references, tables and/or figures. As with initial proposals, full-length manuscripts should use Times New Roman 12-point font, with 1 inch margins surrounding each page of text.
  2. All manuscripts will be evaluated primarily on the basis of adequate coverage of the research domain, originality in summarizing our understanding of what we know, and what we do not know, and the potential for advancing understanding of the field of services. Other important considerations include the length-contribution ratio, and the quality of written expression.
  3. All submissions must be original material not under consideration by any other journal or outlet. Authors are responsible for obtaining written permission to reproduce copyright material from other sources. Potential contributors can contact the JSM Annual Review Issue editors to discuss their ideas for a paper prior to submitting a formal proposal.

Key Dates

  • August 2018 Initial proposal
  • Jan 2019, full submission
  • Publication Volume 34(1) 2020


The domains to be considered cover the variety of field covered by the term ‘services’. This includes services marketing, service operations and services management. The approach can be multi-discipline or from a discipline outside services however the contribution must be to the service domain.

A non-exhaustive list of topics that could be covered in the special issue are:


  • The Service Literature: Historical Perspectives and Direction
  • The Development of Theory Within the Service Literature
  • Service Marketing Strategies
  • The Definition, Conceptualization, and Measurement of Service Constructs
    • Service Quality
    • Service Value
    • Loyalty (specific to service actors)
    • Outcomes
  • Identifying the Drivers of Service Performance
  • Co-Creation in Service Provision
    • Consumers’ Evaluation of Their Ability to Self-Produce Service
    • DIY as a Service Strategy
  • Service Innovation
  • Co-Creation of Value
  • Trust as a Service Strategy
  • Customer Engagement in Services
  • Prosumption as a Service Strategy
  • The Service Experience
  • Evaluating Service Encounters: The Role of the Physical Environment and Other Customers in Service Exchange
  • Customer Contributions to Service Exchanges
  • The Marketing of Sports and Other Hedonic Services
  • The Management of Service Customers
  • The Role of Emotional and Cognitive Influences on Service Exchange
  • Service Failure and Recovery
  • Complaint Management in Service Exchanges
  • Social media and Service
  • Internal Marketing Issues in Service Exchanges
  • The Intersection of Finance and Marketing as Factors in the Evaluation of Service Exchanges
  • The Role of Marketing Orientation in Service Marketing
  • The Marketing of Professional Services
  • Global (Multi-national) Influences On Service Exchanges
  • The Role of Service Alliances in Service Marketing
  • Relationship Approaches to Managing Service Exchanges
  • Sustainability Initiatives of Service Providers
  • Customer Responses to Tangible and Intangible Factors on Service Exchanges
  • Managing Service Exchanges in the Information Age
  • Service at the Bottom-of-the-Pyramid
  • Service and Vulnerable Customers
  • Service Marketing’s Role in Social Change
  • Service Processes and Business Models
  • Service Technology
  • The Role of Artificial Intelligence in Services
  • The Service Economy

Guest Editors

J. Joseph Cronin, Jr.
College of Business
Florida State University
Tallahassee, FL 32306

Duane M. Nagel
W. Frank Barton School of Business
Wichita State University
Wichita, KS 67260

Please direct any questions about the submission process, or any other administrative issue, to the JSM Editorial Office: