Mark S. Rosenbaum

Papers

Total Citations

H-Index

About

Mark S. Rosenbaum is a leading scholar in services marketing, whose work illuminates the complex interplay between human experiences and technology in service settings. His research primarily explores how service technologies—from AI to self-service kiosks—reshape customer relationships, employee roles, and the very essence of service encounters. A key contribution is his editorial, "When service technologies and human experiences intersect" (2021, 24 citations), which synthesizes past theory to chart a future research agenda on human-technology service interactions. This piece, grounded in personal reflection and conceptual insight, has become a touchstone for scholars investigating the emotional and social dimensions of automated services. Beyond this, Rosenbaum is widely recognized for pioneering the concept of "commercial friendships" and for his work on transformative service research, which examines how services can enhance well-being. With a career spanning decades, his impact is evident in hundreds of citations and his role as a former editor of the *Journal of Services Marketing*. For students and researchers, Rosenbaum’s work offers a vital lens for understanding how technology can either enrich or erode the human connections at the heart of service.