Guest editorial: Service marketing and the winds of change

While constant change is nothing new and topics relating to the “winds of change” have been tabled for quite some time in other disciplines, such as in connection with atmospheric science (McVicar and Roderick, 2010), social movements (Haveman et al., 2007), political and economic change (Neher and Marlay, 2018), climate change and business responses (Kolk and Levy, 2001), among others. Consumer use of supportive digital tools in health services” by Helen Bocking, Rebekah Russell–Bennett and Kate Letheren (Bocking et al., 2022), investigates consumer perceptions and preferences relating to supportive digital tools and of the relevant interactive experience in a preventative health service context. Drawing on social support theory (SST) and the passive–interactive–proactive (PIP) framework, the authors adopt an exploratory qualitative approach comprising 30 semi-structured interviews of customers trialling supportive digital tools.