Purpose: The purpose of this paper is to challenge service researchers to design for service inclusion, with an overall goal of achieving inclusion by 2050. The authors present service inclusion as an egalitarian system that provides customers with fair access to a service, fair treatment...

Purpose: The purpose of this paper is to explore the concept of customer discomfort in service settings when employees and customers who share social incompatibilities, stemming from war, nationalism, religious differences or terrorism, work together in service settings....

Purpose: This paper aims to develop a conceptual framework that clarifies the social supportive role of cancer resource center services in the lives of men with cancer and its impact on their perceived quality of life. Design/methodology/approach: Personal reflections. Findings: The authors put...

Purpose: The purpose of this paper is to discuss two parallel but distinct subfields of marketing that share common interests (enhancing consumers’ lives and improving well-being): social marketing and transformative service research. The authors also suggest a research agenda....

Purpose: The purpose of this paper is to explore black market retailing, with a focus on Colombia’s San Andresitos. Design/methodology/approach: The authors use grounded theory methodology to develop a theoretical framework that explains how consumers rationalize their acceptance, rejection,...

Purpose – The purpose of this paper is to explore whether tourists in Hawaii experience the Bali Syndrome. The Bali Syndrome suggests that tourists in Polynesian destinations experience artificial cultures. To explore the syndrome, the paper investigates whether tourists are interested in...

Purpose – This study seeks to achieve two objectives: first, to expand on Fodness's five‐dimensional travel motivation scale by empirically demonstrating that a sixth driving force – shopping – encourages tourists to visit particular destinations; and second, to provide a clear...

Purpose – The purpose of this paper is to introduce restorative servicescapes. The work demonstrates that younger‐aged consumers may remedy symptoms associated with directed attention fatigue, including adult attention deficit hyperactivity disorder (ADHD), by patronizing third places, such...

Purpose – The purpose of this paper is to explore how the return‐on‐marketing framework and its customer equity drivers (value, brand, and relationship) can be combined with service quality (SERVQUAL) measures to help managers develop strategies for high‐ and low‐ethnocentric...