Library science

Marketing

Thematic analysis

Service (business)

Public relations

Cartography

Computer science

Services marketing

Business

Qualitative research

Service quality

Thematic map

Geography

Political science

Sociology

Citation

Bibliographic coupling

Service delivery framework

Customer satisfaction

Social science

Journal of Services Marketing

Purpose Journal of services marketing ( JSM ) is a leading journal that has published cutting-edge research in services marketing over the past 34 years. The main objective of this paper is to provide a retrospective of the thematic structure of papers published in JSM over its publication history. Design/methodology/approach This study uses bibliometric methods to present a retrospective overview of JSM themes between 1987 and 2019. Using keywords co-occurrence analysis, this paper unveils the thematic structure of JSM ’s most prolific themes. Bibliographic coupling analysis uncovers the research trends of the journal. Findings Leading authors, leading institutions, authors’ affiliated countries and critically, the dominant themes of JSM are identified. As its founding, JSM has published approximately 40 papers each year, with 2019 being its most productive year. On average, lead JSM authors to collaborate with 1.30 others. Keywords co-occurrence analysis identifies nine prominent thematic clusters, namely, “marketing to service”, “quality, satisfaction and delivery systems”, “service industries”, “relationship marketing”, “service failure, complaining and recovery”, “service dominant logic”, “technology, innovation and design”, “wellbeing” and “service encounters”. Bibliographic coupling analysis groups JSM papers into four clusters, namely, “brand &amp; customer engagement behaviour”, “service co-creation”, “service encounters &amp; service recovery” and “social networking”. Research limitations/implications This study is the first to analyse the thematic structure of JSM themes over its history. The themes are analysed across time periods and then compared to dominant themes identified in contemporary service research agendas. Recommendations are made based on the gaps found. This retrospective review will be useful to numerous key stakeholders including the editorial board and both existing and aspiring JSM contributors. The selection of literature is confined to Scopus. Originality/value JSM ’s retrospection is likely to attract readership to the journal. The study’s recommendations regarding which areas have matured and which are still ripe for future contributions will offer useful guidelines for all stakeholders.

Mapping of <i>Journal of Services Marketing</i> themes: a retrospective overview using bibliometric analysis

Mapping of Journal of Services Marketing themes: a retrospective overview using bibliometric analysis