Bridging Theory and Practice in Service Management: A Comprehensive and Systematic Research Agenda

Abstract

Service management is a multidimensional and interdisciplinary field that integrates marketing, operations, human resources, and technology to create and deliver value to both customers and organizations. This paper provides a comprehensive and systematic synthesis of the literature on service management, examining its theoretical foundations, empirical developments, and emerging trends. Key themes analyzed include service quality, customer experience, digital transformation, human capital, sustainability, and performance measurement, highlighting their interconnections and implications for both theory and practice.

The review identifies critical gaps in the existing research, such as the need for integrative frameworks, cross-cultural perspectives, and longitudinal studies, which are essential to advance understanding of service excellence. Based on this synthesis, a structured future research agenda is proposed to guide scholars and practitioners in addressing unresolved challenges, fostering innovation, and enhancing the effectiveness of service delivery. By bridging theory and practice, the study contributes to the development of evidence-based strategies that support sustainable excellence in dynamic service ecosystems.