This topical collection addresses how service research must evolve in response to digital transformation and emerging technologies such as artificial intelligence, augmented reality, the internet of Things, and blockchain. The collection examines how technology enables value co-creation among diverse actors and shapes service ecosystems where human and non-human participants interact.
The collection invites research exploring how technological advances create market emergence, institutional change, and new service platforms. It welcomes original contributions from diverse methodological approaches including conceptual, qualitative, and quantitative studies, case studies, and position papers that advance understanding of service dynamics in digitally transformed contexts.