Editorial: When service technologies and human experiences intersect

Abstract

Purpose This paper aims to identify future research opportunities that address human–technology service interactions. Design/methodology/approach This editorial is based on the author’s personal reflections and conceptualizations of ideas from past previous research and theory. Findings The authors identify three opportunities for further research on technology and humanity: service technology and social interaction and service technology and societal prosperity. Research limitations/implications Service researchers need to realize that topics such as technology, robots, artificial intelligence are not mutually exclusive from topics that seek to improve the human condition, such as transformative service research. We encourage service researchers to explore how digital technologies in service domains impacts consumers, communities, and even, global humanity. Practical implications Researchers have guidance on areas in which pioneering theoretical and methodological opportunities abound. Originality/value This editorial offers new perspectives on technology and humanity considering the effect of the global pandemic.

Who loves to forgive? The mediator mechanism of service recovery between brand love, brand trust and purchase intention in the context of food-delivery apps

“…However, past studies have presented a diversity of findings regarding this perspective (Rosenbaum and Russell-Bennett, 2021;Ok et al, 2007). For example, some studies have shown a positive impact of SR on customer behavior (Jung and Seock, 2017), while other findings have been negative (Kim et al, 2022).…”

Human enhancement technologies and the future of consumer well-being

“…Specifically in services marketing research, De Keyser et al (2019) and Čaić, Mahr and Oderkerken-Schröder (2019) show that some emerging technologies, such as robots and wearable devices, directly impact the servicescape and, thereby, consumer well-being. These ideas resonate with Rosenbaum and Russell-Bennett’s (2021) work by emphasizing the role of HET in promoting better human experiences in the context of services. However, most of the technologies portrayed in their study work as wearable tools and not as part of human biology, as preconized by transhumanism principles.…”

“…In presenting the consumption of HET as a means to achieve a “harder, better, faster, stronger” human biological condition and, therefore, supposedly super well-being, we directly engage with and contribute to Rosenbaum and Russell-Bennett’s (2021) call for research on the intersection of technologies and human experiences in service contexts. We do this by offering a unique perspective that is thus far largely unexplored in services marketing research.…”

Guest editorial: The Triple-A framework for serving humanity with service research

“…More specifically, this is one of the first papers in the services marketing discipline that investigates the promises and perils of those transhumanism ideals and HETs and discusses the potential of HETs in doing great good or bad. As more research on the technology-services interaction and the role of various technologies on well-being topics is encouraged (Rosenbaum and Russell-Bennett, 2021), highlighting the concept of transhumanism in this paper is the right step in advancing the technology-related service research. Furthermore, this paper also discusses its proposed framework in the context of bioethics and thus invites service scholars to collaborate with colleagues from the medicine and ethics fields to understand broader applications of transhumanism and HETs.…”