From service quality to service theory and practice

Purpose – The purpose of this editorial paper is to set out the vision for the Journal of Service Theory and Practice ( JSTP ). Design/methodology/approach – Together with personal reflections of the authors, it is based on a review of literature on the past, the present and the future of service research, an analysis of a broad range of global environmental trends, as well as interviews, communications and feedback from eminent scholars in the field of service research. Findings – The paper sets out the expanded aims and scope for the JSTP . It also explains the rationale for the change in title and elaborates upon expectations for manuscripts submitted to the journal. Research limitations/implications – It identifies a set of research priorities for the journal and the field. Practical implications – It highlights the importance of translating theory into practice by making meaningful recommendations and action plans for firms and managers. Originality/value – This paper is written at a time when the journal has been undergoing considerable change, including retitling as well as the complete restructuring of the editorial team. It is also written at a time when the field of service management is being transformed by new approaches and research perspectives. As such, it is both necessary and timely.