Literature Synthesis on Contemporary Service Experiences

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Introduction

Service experiences are a fundamental aspect of the customer journey and play a critical role in shaping customer satisfaction, loyalty, and engagement. They have become a key differentiator for companies across industries, as customers increasingly value not just the functional benefits of services but also the emotional and experiential dimensions. 

Service-oriented businesses continue to grow in prominence across sectors such as tourism and hospitality, healthcare, banking and insurances, and retail. Indeed, recent developments in technology (AI, AR, VR, IoT) have significantly transformed service experiences in various ways (e.g., personalization, automation, immersive experiences, service channels integration, multiplication of interactions points). Therefore, understanding how to design and deliver effective and memorable service experiences, in both physical and digital environments, is increasingly vital. 

This special issue will focus on synthesizing the literature on different issues related to service experiences, aiming to provide a holistic understanding of how these experiences are created, perceived, and optimized.

List of topic areas

1. Conceptual foundations of service experience.
2. Development and evolution of service experience measurement methods.
3. Service design and touchpoints from physical environments to digital interfaces.
4. Role of aesthetics, atmosphere, and usability in shaping perceptions of service experiences.
5. Co-creation of service experiences.
6. Integration of technological innovations (e.g., AI, AR, VR, IoT) in developing personalised and immersive service experiences.
7. Customer perceptions of service experiences and relationships with satisfaction, loyalty, wellbeing and different forms of engagements.
8. Inclusion and accessibility issues in services design.
9. Design of sustainable services experiences.
10. Cultural dimensions in the design and perceptions of service experiences.

Guest Editors 

Riadh Ladhari, Laval University, Canada, Riadh.ladhari@fsa.ulaval.ca

Nizar Souiden, Laval University, Canada, nizar.souiden@mrk.ulaval.ca

Enrique Bigné, Valencia University, Spain, enrique.bigne@uv.es

Olivier Furrer, University of Fribourg, Switzerland, olivier.furrer@unifr.ch

Kum Fai Yuen, Nanyang Technological University, Singapore, kumfai.yuen@ntu.edu.sg

Submissions Information

Submissions are made using ScholarOne Manuscripts. Author guidelines must be strictly followed.

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Author Guidelines

Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to “Please select the issue you are submitting to”.

Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.

Key deadlines

Opening date for manuscripts submissions: 1st May 2025

Closing date for manuscripts submission: 15th September 2025