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What can service research contribute to better understand B2B: Editorial for the special issue “Service Research in Business-to-Business Marketing”

Author

Listed:
  • Zaki, Mohamed
  • Gustafsson, Anders
  • McColl-Kennedy, Janet
  • Witell, Lars

Abstract

With an origin in service encounters in business-to-consumer services (B2C), service research has expanded to include manufacturing firms and service ecosystems. This evolution has renewed the relevance of service research and enabled it to address some of the key challenges facing business-to-business (B2B) firms. This special issue identifies and builds on three core areas of service research that in the last decade have had the most influence on B2B firms: customer experience, service technology, and service strategy. It further identifies the cross-sections of these three areas (customer experience management, digital transformation, digital customer experience, and AI and ethics), as extensions in which service research has a strong position and can provide unique theoretical contributions to better understand B2B practice. The articles in this special issue are all positioned in these extensions and provide a theoretical foundation to further develop B2B service research.

Suggested Citation

  • Zaki, Mohamed & Gustafsson, Anders & McColl-Kennedy, Janet & Witell, Lars, 2026. "What can service research contribute to better understand B2B: Editorial for the special issue “Service Research in Business-to-Business Marketing”," Journal of Business Research, Elsevier, vol. 207(C).
    • Handle: RePEc:eee:jbrese:v:207:y:2026:i:c:s0148296326000494
    DOI: 10.1016/j.jbusres.2026.116015
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