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Cited by 396

The DOI matches its Crossref record; 9 of the 9 references it cites were found in a registry or an index.

Interactive Services: A Framework, Synthesis and Research Directions

Bolton, Ruth, Saxena-Iyer, Shruti·2009·Journal of Interactive Marketing
DOI 10.1016/j.intmar.2008.11.002
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Abstract

This article briefly reviews marketers’ current knowledge about interactive services. It defines interactive services as services that have some form of customer–firm interaction in an environment characterized by any level of technology (i.e., a high or low technology environment). Customers may interact with the firm's physical elements (including technology), processes and people in both service creation and delivery. Consequently, customer participation directly influences service quality and behavioral outcomes (e.g., service usage, repeat purchase behavior and word-of-mouth) — as well as firm outcomes (efficiency, revenues and profits). Hence, a recurring theme throughout our article is that the nature of customer participation is critically important for the effective creation and delivery of interactive services. The article identifies key research areas and their relevance to managerial practice. This analysis yields a set of research questions that provides an agenda for future research.

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Citations

Cites

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Cited by

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Metadata

Authors
Bolton, R., & Saxena-Iyer, S.
Venue
Journal of Interactive Marketing
Publisher
SAGE Publications
Published
2009-02
Volume
23
Issue
1
Pages
91-104
ISSN
  • 1094-9968 (ISSN-L)
  • 1520-6653
DOI
10.1016/j.intmar.2008.11.002
OpenAlex
W1988558440
Cited by
396
References
9
FWCI
60.33
Type
journal article
Language
en
Open access
closed
Licence
journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)

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CoChat. (2026). Citation check: Interactive Services: A Framework, Synthesis and Research Directions. https://app.cochat.ai/papers/10.1016/j.intmar.2008.11.002
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Bolton, R., & Saxena-Iyer, S. (2009). Interactive Services: A Framework, Synthesis and Research Directions. Journal of Interactive Marketing. https://doi.org/10.1016/j.intmar.2008.11.002

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.