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This paper offers insights regarding an agenda for service operations management (SOM) research. First, we motivate the need for an SOM research agenda. Second, we offer a research framework that paints a broad‐based picture of key architectural elements in the SOM research landscape. The framework builds upon prior and emerging research for designing, delivering and evaluating services. Third, in order to stimulate future research in SOM, we use this framework to hone in on five understudied and emerging research themes that underpin our proposed SOM research agenda.
Roth et al. (Sun,) studied this question.