“…For example, complexity and the multidimensional nature of museum services are well‐established (see, e.g., Gilmore & Rentschler, 2002; Hume, 2015), not least when museum visitors, their interactions, and ongoing technological changes are concerned (McLean, 2012). While research focusing on museums as SE has included an exploration of the service experience (Minkiewicz, Bridson, & Evans, 2016) and the interplay of museum visitors, exhibition organizers, and resources in such an SE (Nakamura, Sakamoto, & Križaj, 2017), the role of technology in determining the flexibility of museum SE has been somewhat neglected, despite the insight that technologies change museum services, forcing the managers to adapt to new circumstances (Evrard & Krebs, 2018; Garrido & Camarero, 2014). In light of this fact, more research into digital solutions as potentially supporting communication, service provision, and museum organization has been called for (Arrigoni, Schofield, & Trujillo Pisanty, 2019).…”