Consumer Behavior in the Service Industry: An Integrative Literature Review and Research Agenda

Ongoing technological disruptions in the service industries have altered modern business practices globally. Due to the unending transference in the overall consumer behavior in online and offline business environments, service providers are forced to rethink their existing business strategies, to understand the disruptive behaviors of consumers and the factors responsible for this. An integrative literature review (ILR) method has been employed to track the ongoing disruption in consumer behaviors in diverse service industries. This study is an attempt to bridge the gap by offering global insights related to the study of consumer behaviors in diverse service settings. The Web of Science and Scopus electronic databases have been mined to extract the existing literary works and 120 articles are selected as the final sample for this study through advanced inclusion and exclusion criteria. The key findings of the study have been categorized using the TCM (Theory, Context, and Methodology) framework as the future research agenda of this study. This study will contribute to enhancing the understandings of marketers, researchers, and academics through the massive collection of the existing literature in the research study of consumer behavior.