Abstract
Purpose: Citizen engagement plays a crucial role in transitioning to sustainable service ecosystems. While customer engagement has been extensively studied in service research, citizen engagement has received significantly less attention. By synthesizing customer and citizen engagement literatures, this study develops an integrated framework to conceptually clarify the dual role of customer-citizen engagement for sustainability. Design/methodology/approach: This study builds on a systematic literature review of customer engagement literature in service research and citizen engagement literature. Following a theory synthesis approach, we qualitatively analyzed 126 articles to develop an integrated conceptual framework of customer-citizen engagement for sustainability through a process of abductive reasoning. Findings: The analysis showed that customer engagement and citizen engagement literatures have developed mostly separately but provide complementary views. While the customer engagement literature has traditionally focused on business-related facets, such as engagement with brands, the citizen perspective broadens the engagement scope to other citizens, communities and society in general. The integrated framework highlights the interplay between citizen and customer roles and the impact of their relationships with multiple objects on sustainability. Originality/value: This integrated framework contributes to advancing our understanding of customer-citizen engagement, broadening the scope of subject-object engagement by examining the interplay between these roles in how they engage for sustainability and moving beyond the traditional dyadic perspective to a multi-level perspective of service ecosystems. This framework also enables the development of a set of research directions to advance the understanding of engagement in sustainable service ecosystems. © 2025, Emerald Publishing Limited.

Abstract
Citizen engagement with Sustainable Energy Solutions (SES) is considered essential for the current energy transition, since decarbonization requires individuals to shift from passive consumers to citizens actively involved with the energy system. However, citizen engagement research has remained peripheral and scattered, particularly in what regards the drivers of engagement behaviors. To address this challenge, this study examines how different forms of perceived value of SES (utilitarian, social, and environmental) influence different types of citizen engagement behaviors (information seeking, proactive managing, sharing feedback, helping other users, and advocating). To this end, we developed a quantitative study in the context of a H2020 EU project, with a sample of 456 citizens from the city of Alkmaar (the Netherlands). Our findings show that the utilitarian value of SES has a significant effect on all the engagement behaviors, except for sharing feedback. Social value has a significant influence on the more socially related engagement behaviors, such as sharing feedback, helping other users, and advocating. Finally, environmental value has an indirect effect on information seeking, proactive managing, and advocating, but only when mediated through awareness of consequences. The implications of this study should allow SES providers to design more relevant offerings and policymakers to develop better citizen engagement strategies.

Abstract
Purpose - The purpose of this paper is to explore the challenges, interplay and potential directions for future service research to address the first three Sustainable Development Goals (SDGs) of no poverty, zero hunger and good health and well-being. Design/methodology/approach - This commentary examines how service research has addressed these SDGs in the literature, and through the development of a theory of change, the authors propose an agenda for service research going beyond serving, to enabling and transforming service systems, expanding the current focus on individual to community and population well-being through promotion and prevention.Findings - Service research has increasingly advocated human-centered approaches but requires a shift towards an all of humanity perspective. Individual and collective well-being have gained attention in service research, emphasizing the importance of considering collective well-being.Research limitations/implications - The commentary underscores the need for a comprehensive approach to develop services that contribute to the well-being of the human species. It calls for research that transcends dyadic interactions, considers systemic dynamics and broadens the focus from individual to collective and population well-being. Social implications - This paper discusses important societal issues of poverty, hunger and good health and well-being and the need for integrated and ecosystem approaches to develop equitable and sustainable solutions for collective well-being.Originality/value - While SDGs 1, 2 and 3 address individual goals, they collectively underpin the well-being of communities and societies.

Abstract
PurposeThe service environment is becoming increasingly turbulent, leading to calls for a systemic understanding of it as a set of dynamic service ecosystems. This paper advances this understanding by developing a typology of service ecosystem dynamics that explains the varying interplay between change and stability within the service environment through distinct behavioral patterns exhibited by service ecosystems over time. Design/methodology/approachThis study builds upon a systematic literature review of service ecosystems literature and uses system dynamics as a method theory to abductively analyze extant literature and develop a typology of service ecosystem dynamics. FindingsThe paper identifies three types of service ecosystem dynamics-behavioral patterns of service ecosystems-and explains how they unfold through self-adjustment processes and changes within different systemic leverage points. The typology of service ecosystem dynamics consists of (1) reproduction (i.e. stable behavioral pattern), (2) reconfiguration (i.e. unstable behavioral pattern) and (3) transition (i.e. disrupting, shifting behavioral pattern). Practical implicationsThe typology enables practitioners to gain a deeper understanding of their service environment by discerning the behavioral patterns exhibited by the constituent service ecosystems. This, in turn, supports them in devising more effective strategies for navigating through it. Originality/valueThe paper provides a precise definition of service ecosystem dynamics and shows how the identified three types of dynamics can be used as a lens to empirically examine change and stability in the service environment. It also offers a set of research directions for tackling service research challenges.

Abstract
Purpose - Customer-provider relationships unfold through multiple touchpoints across different channels. However, some touchpoints are more important than others. Such important touchpoints are viewed as moments of truth (MOTs). This study examines the impact of a series of touchpoints on an MOT, and the role MOTs play in determining future profitability and other behavioral outcomes (e.g. customer retention and customer cross-buy) in a business-to-business (B2B) context. Design/methodology/approach - Building upon social exchange theory, a conceptual model is proposed and tested that examines the impact of human, digital, and physical touchpoints and past MOTs on customer evaluation of a current MOT and on future customer outcomes. This research employs a longitudinal methodology based on a unique panel dataset of 2,970 B2B customers. Findings - Study results show that all touchpoints significantly contribute to MOTs, while human and physical touchpoints maintain their primacy during MOTs. The impact of MOTs on future customer outcomes is also demonstrated. Practical implications - This study highlights the need for prioritizing human and physical touchpoints in managing MOTs, and for carefully managing MOTs across time. Originality/value - Given its B2B outlook and longitudinal approach, this research contributes to the multichannel and interactive marketing literature by determining relevant touchpoints for B2B customers.