Purpose – Recent discussions of the service‐dominant logic (S‐D logic) and the creation of a multidisciplinary service science highlight the need for a paradigmatic discussion that provides directions for ongoing service research. This article aims to examine different epistemological...

Purpose – The purpose of this paper is to review key research contributions that may be useful for rethinking service innovation. Service innovation is not a monolithic construct; therefore, the opportunities for further research are multidimensional and interdisciplinary....