This chapter highlights the importance of considering affect-based customer evaluations of services specifically influenced by the sequence of moments or episodes within a service experience. Research from the behavioral sciences has offered many insights that shed light on how customers...

Purpose – The purpose of this research is to first demonstrate a “green backlash” effect whereby evaluations of a large service organization decrease after the organization announces a new green practice and second, explore how the presence of green competitors might moderate this effect....

Purpose – The purpose of this paper is to present a visualisation of the firm's offering from a service‐dominant logic (S‐DLogic) perspective. The case of Rolls‐Royce is presented as an avenue through which to explore an alternative view of the firm's value proposition, a visualisation...

Purpose – The purpose of this paper is to characterize and discuss the collaborative network formed by researchers that published about services in the top journals in Operations, Marketing, and Human Resources Management, and provide further comparison with major Service journals....