Ageing and wellbeing co-creation: systematic literature review and future avenues for Transformative Service Researchers

ABSTRACT

Ageing is a natural process that is accompanied by several physical, psychological, cognitive, and social changes, which can have significant impact on health and wellbeing. This bibliometric analysis combined with a systematic thematic examination of the literature delves into the interplay of ageing, wellbeing, and service provision with a focus on reviewing publications in the eight top-tier service journals. This review seeks to answer how transformative service providers address the changing needs and unique requirements of the ageing populations, co-create services with them, and assess the challenges and potential advantages they encounter in co-creating wellbeing with the ageing population. This research examines the service ecosystem ‘wellbeing of the ageing population’ across all levels, including the ageing individuals (micro level), service providers (meso level), and government (macro level). Thematic analysis revealed eight salient key themes, illuminating how transformative services impact wellbeing co-creation when ageing. A comprehensive future research agenda for Transformative Service Research (TSR) is proposed to guide the development of services for wellbeing co-creation with the ageing population. This review calls attention to the pivotal role of transformative services in maintaining and enhancing wellbeing among ageing individuals and offers valuable insights to inform policy and practice.

衰老是基于物理、心理、认知、社会变化的自然变化过程，这一过程对身心健康都有重大的影响。本文选取了八本服务领域的顶级期刊，整理了以衰老、健康、服务等主题的文献计量分析和系统文献综述。该综述旨在解答一系列问题，包括转型服务如何呼应老龄化人群不断变化的需求和特殊要求、如何营造共创、如何评估健康价值共创过程中的各类挑战和预期收益。本研究审视围绕“老龄化人群健康”服务生态系统的各个层级，包括经理衰老过程的个体（微观层面）、服务提供者（中观层面）、政府（宏观层面）。本文进一步做了主题分析，总结出转型服务影响衰老过程中健康共创的八个核心主题。在此基础上，本文提出老龄化人群健康共创服务发展的转型服务未来研究方向，以引发学术界对转型服务在维系和改善衰老人群健康状况中关键作用的探讨，并对制定相应政策给予启示。

KEYWORDS:

• Ageing
• wellbeing
• health
• Transformative Service Research
• PRISMA
• systematic literature review
• bibliometric analysis

关键词:

• 衰老
• 健康
• 转型服务研究
• PRISMA
• 系统文献综述
• 计量文献分析

Introduction

Ageing, an inevitable biological progression coupled with inherent human experiences, introduces a plethora of physical, psychological, cognitive, and social changes and potential challenges to a human actor’s life (Engelen et al., 2022; Fink, 2019; Finsterwalder, 2021; Jiang & Liu, 2023; Kuppelwieser & Klaus, 2021a). These alterations, which have been extensively researched and validated, critically influence wellbeing and overall health of individuals, but often are also accompanied by specialised interventions and care (Basu et al., 2023; Carpenter et al., 2022). With the global demographic trending towards an increasingly ageing population (Israelsson-Skogsberg et al., 2023; Zábó et al., 2023; Zhao & Xie, 2022), there is an ever-escalating attention on maximising the quality of life and wellbeing for human actors (Engelen et al., 2022), making them a desired target for service providers (Kuppelwieser & Klaus, 2021b). At the heart of the discourse in this paper is the pivotal role transformative services play, either enhancing or mitigating the multifaceted consequences of ageing (Greer et al., 2023).

Despite the universal experience of ageing, its implications on wellbeing are intricate and diverse, and this can encompass physiological adversities, negative mental health issues, cognitive challenges, and emerging social requisites (Reynolds et al., 2022; Zábó et al., 2023). These complexities might require a re-evaluation and potential reconfiguration of traditional service delivery mechanisms (Anttonen & Karsio, 2016; Hayman et al., 2017; Mirza et al., 2022). However, an overarching understanding, detailing the efficacies of services tailored for the ageing population remains fragmented in current literature (Abdi et al., 2019; Wardlow et al., 2023). This is despite the fact that in the rapidly growing field of gerontology and associated services, numerous studies have shed light on the relationship between services designed for the ageing population and the elderly and their subsequent impact on wellbeing (Airola et al., 2020; Balkin et al., 2023; Bianchi, 2021; Ge & Schleimer, 2023; Marimuthu et al., 2022; Martin et al., 2022; Ramanujam & Padmavathi, 2021). These studies, both empirical and theoretical, offer a rich tapestry of insights, ranging from the effects of technology-integrated services to the nuances of personalised needs-based interventions. Despite the number of studies in these journals, there appears to be no coherent synthesis of this information. Many of these studies remain isolated in their findings, offering snapshots of insights without the broader context of the domain. Due to the scattered distribution of these insights, practitioners, policymakers, and Transformative Service Research (TSR) scholars find themselves confronted with a substantial volume of information, potentially leading to oversight of critical findings or redundancy in further investigations. This situation is exacerbated by the fact that service researchers involved in undertaking scholarly inquiry in research domains at the intersection of wellbeing and service, such as in TSR (Kuppelwieser & Finsterwalder, 2016), lack an overview of the body of literature in the service domain which informs their research endeavours to improve individual and collective wellbeing. Such a dearth of a structured overview highlights the need for a systematic literature review (SLR) (Munn et al., 2018) grounded in a robust framework (Moher et al., 2015; Page et al., 2021). This paper thus identifies service-related issues to be tasked in research projects or addressed in Transformative Service Initiatives (Boenigk, Fisk, et al., 2021; Subramanian et al., 2022) by analysing the body of 38 articles on ageing and wellbeing published in the eight top-ranked service journals.

The systematic literature review goes beyond mere aggregation. It critically appraises, synthesises, and presents research findings in a manner that offers clarity, direction, and a holistic understanding of the topic at hand (Xiao & Watson, 2019). Considering the complex array of issues and requirements faced by the ageing population, the importance of a comprehensive evaluation becomes evident. The present review does not only bridge the existing knowledge gaps but also highlight areas of contention, convergence, and potential future research trajectories. Additionally, by identifying overarching themes and patterns, it provides actionable recommendations for service providers, paving the way for improved strategies that prioritise the wellbeing of ageing populations.

With this background, the primary objective of this study is to examine the relationships between ageing, wellbeing, and transformative service provision in extant literature. Within the ageing population context, it is imperative to understand the dynamics of wellbeing co-creation through the dual lenses of service providers and service customers, both embedded in the wider service ecosystem (Finsterwalder & Kuppelwieser, 2020), as these perspectives often lead to divergent insights. By converting the review’s findings into recommendations for TSR scholars, practitioners and policymakers, the study seeks to ensure that services for the ageing population are optimised for wellbeing outcomes (Anderson et al., 2013). Additionally, the research identifies emerging avenues for future exploration. To achieve this, this article addresses the following research questions (RQs):

RQ1: How do service providers meet the unique requirements and changing needs of the ageing population?

RQ2: How do ageing people co-create services, and how does this affect their wellbeing?

RQ3: What challenges and potential advantages do service providers encounter when co-creating wellbeing with the ageing population?

This systematic literature review contributes to the literature by uncovering eight emerging themes, highlighting the nuanced connections between ageing and wellbeing in a service context. Moreover, this SLR cum bibliometric analysis identifies the key actors central to the functioning of the service ecosystem ‘wellbeing of the ageing population’. The insights underscore the imperative for customised services to accommodate the varied needs of the ageing demographic, providing practical recommendations for service providers to enhance co-creation strategies. This article is organised as follows. The next section details the methodology utilised in executing the review. This is followed by a section presenting the results of the themes extracted in the SLR as well as from the bibliometric analysis. The subsequent sections delve into the discussion and implications, explore potential avenues for future research, discuss study limitations before the paper concludes.

Methodology

The methodology for this SLR followed the rigorous and comprehensive process outlined in the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines (Moher et al., 2009). The process is not only systematic, ensuring reproducibility and transparency but also quantitative, offering numerical insights into the prevailing research and unveiling literature gaps (Fink, 2019; Martins & Pato, 2019). This SLR is grounded in the principles of comprehensiveness, clarity, and reproducibility (Pickering & Byrne, 2014) and aims to illuminate the diverse landscape of existing literature on ageing and wellbeing in service contexts. It investigates service-related studies and provides insights while detecting gaps for further exploration.

Furthermore, this SLR also adheres to the concept of content boundary, a three-step rigorous process to identify the limits of the study topics for a systematic literature review (Köseoglu & Arici, 2023). In the identification stage, published documents relevant to ageing, wellbeing, and service fields were reviewed and the researchers identified relevant search strings. In the search stage, the researchers focused on the Scopus database and ensured the inclusion of peer-reviewed and validated studies, warranting data accuracy and credibility (Baas et al., 2020). A combination of specific keywords from the identification stage was employed to ensure the discovery of relevant articles. The search query was: ‘serv* AND health OR wellbeing OR well-being OR well being AND age OR aging OR ageing OR aged OR elder OR elderly OR senior OR old OR older.’ In the final step, the authors confirmed the content boundaries to obtain documents relevant to the study scope. To achieve this, the query focused on a search in journal articles’ title, abstract and keywords (Köseoglu et al., 2022).

To gather comprehensive insights and provide an overview for TSR scholars of the extant work undertaken by service researchers, the search centred on the top eight service journals, namely Journal of Retailing and Consumer Services, Journal of Service Management, Journal of Service Research, Journal of Service Theory and Practice / Managing Service Quality, Journal of Services Marketing, Service Business, Service Industries Journal, and Service Science. These journals are recognised for their rigorous editorial standards and thematic focus and provide impactful and credible insights. The service journals’ focus safeguards consistency in evaluation and permits to expose gaps in research for (transformative) service researchers by drawing on extant work from the field.

However, while the search was restricted to articles published in English to ensure consistency, there were no temporal restrictions, allowing for a comprehensive overview of both past and present studies. This approach ensures an inclusive examination of the evolution and trends in service-related research concerning ageing and wellbeing. The initial search conducted in the Scopus database resulted in a total of 87 articles. These articles were then subjected to a thorough screening process based on the PRISMA flowchart (Moher et al., 2009) to ensure their relevance and quality. The adherence to the PRISMA guidelines ensured that the SLR was conducted in a systematic, replicable, and transparent manner (Moher et al., 2015; Pickering & Byrne, 2014). The comprehensive process of screening, eligibility check, and final inclusion offered a solid base for the thematic analysis, aimed at unveiling the relationships between service perspectives, ageing, and wellbeing.

The titles, abstracts, and keywords of the initial 87 articles were examined, leading to the exclusion of material that did not align with the central theme of ageing and wellbeing from a service-oriented standpoint. Subsequently, 40 papers were identified potentially relevant and were evaluated for eligibility through full-text reading. In the full-text assessment stage, two papers were excluded due to several reasons, including a lack of depth in the discussion of service perspectives or not focusing on ageing or wellbeing. The remaining 38 papers satisfied the inclusion criteria and were selected for final analysis and synthesising (see Figure 1).

Figure 1. PRISMA flow diagram of systematic article search and selection (Moher et al., 2009).

Data was extracted from the 38 selected articles and their encompassing aspects, such as the studies’ objectives, research methods, findings, and implications can be found in Appendix I. An in-depth thematic analysis was subsequently conducted, enabling the classification of these findings into distinct themes. This systematic approach offers a thorough examination of the prevailing literature and pinpoints existing research gaps, thereby illuminating avenues for future research in the realm of service-related studies concerning ageing and wellbeing.

In conjunction with the SLR, a bibliometric analysis was conducted to quantitatively evaluate the academic landscape surrounding ageing and wellbeing from a service perspective (Caputo et al., 2018; Goyal & Kumar, 2021). Bibliometric reviews have the potential to identify important turning points and fundamental shifts in a given academic topic through the examination of a large body of literature, enabling the tracking of knowledge evolution in a particular research domain (Mohiuddin et al., 2023; Yu et al., 2020). Thus, the datasets identified in the SLR were concurrently subjected to a bibliometric analysis (Caputo et al., 2018). Employing VOSviewer, a coherent examination of the bibliometric data was conducted, establishing a synergistic relationship between qualitative insights and quantitative metrics (Waltman et al., 2010). However, the focus of the bibliometric analysis will be on presenting keyword co-occurrences to uncover prevailing trends, and emerging themes in the field. Visual maps and networks were generated to graphically represent relationships among topics, offering a visual synopsis of the field’s evolution, and thematic concentrations (van Eck & Waltman, 2014). The integration of SLR and bibliometric analysis provides a comprehensive approach to exploring ageing and wellbeing in a service context. This dual approach reveals a holistic view of the academic landscape, unearthing gaps and emerging trends, providing actionable insights for TSR scholars, policymakers, and practitioners in a succinct and accessible manner (Goyal & Kumar, 2021).

Thematic analysis

Before conducting the coding process for thematic analysis, the full texts of the documents were read several times to gain familiarity with the qualitative data. We conducted the coding using Computer Assisted Qualitative Data Analysis (CAQDA) software NVivo (Lim et al., 2022). In the initial coding stage, we scrutinised the 38 remaining articles, leading to the identification of 704 initial codes. We merged 47 codes due to duplication, refining the dataset to 657 unique codes. Subsequently, through a second-order coding process, we systematically organised these 657 codes into 58 broad-based codes, capturing overarching patterns and commonalities in the data. Building upon these codes, we derived 18 sub-themes, and through further synthesis, distilled these sub-themes into eight final overarching themes presented below (Braun & Clarke, 2006).

The results can be structured using a service ecosystems approach, including its three system levels of micro, meso and macro (Finsterwalder et al., 2022). The micro level entails the customer sphere, i.e. the ageing population as primary customers, their peers as other customers, but also their families as secondary customers. The sphere of the service provider is situated at meso level including technology that service providers might use and which might replace parts of a service provider’s analogue or face-to-face services. Government and NGOs are placed at macro level (Finsterwalder & Kuppelwieser, 2020). The themes highlight the complex service ecosystem and the collaboration of the various actors required to shape the wellbeing of ageing individuals. This is illustrated in Figure 2 below which delineates each theme, which system levels within the service ecosystem it affects (Finsterwalder, 2021) and thereby showcases how the different system levels are interlinked to enable the service ecosystem ‘wellbeing of the ageing population’ to function properly.

Figure 2. Service Ecosystem ‘Wellbeing of the Ageing Population’ ̶ Themes and System Levels.

The following section analyses and synthesises the eight themes and provides a comprehensive understanding of the nuanced dimensions in the literature under investigation.

Theme 1: Knowledge, skills, opportunities, and training to enable wellbeing co-creation

This theme emphasises the critical role of knowledge, skills, opportunities, and training for both the ageing population (subtheme 1) and the service providers (subtheme 2), focusing on collaborative wellbeing co-creation (Chen et al., 2021; Chen et al., 2023).

Subtheme 1: Knowledge, skills, and education of service users

In educating the ageing population about service, the focus is on crucial knowledge transfer, including digital skills for wellbeing (Zhang et al., 2022). Initiatives promoting digital skills align with evolving technology, enhancing elderly life quality (Zainuddin et al., 2021; Zhang et al., 2022). Emphasising knowledge and awareness in service consumption highlights the vital role of compliance (Bianchi, 2021), fostering co-created wellbeing experiences through an enriched service environment.

Subtheme 2: Knowledge, skills, opportunities, and training of service providers

Staff training and accountability, along with effective communication accentuation soft skills, are crucial for service providers catering to ageing customers (Amine et al., 2021; Mitropoulos et al., 2018; Plaud & Guillemot, 2015; Suárez-Álvarez et al., 2021; Westberg et al., 2021). Continual training ensures competence in aged care fostering value co-creation (Feng et al., 2019; Gill et al., 2011; Khaksar et al., 2017; Kong et al., 2019). Addressing ageing needs in care institutions creates employment opportunities, positively impacting the economy, while individuals gain academic knowledge and enhance efficiency (Navarro-Espigares & Torres, 2010; Omar et al., 2014; Wallin et al., 2015).

Theme 2: Service orientation and service experience

The satisfaction and overall experience of ageing individuals within various service contexts play a crucial role in shaping their wellbeing (Altinay et al., 2019; Bianchi, 2021). Subtheme 1 explores service orientation and culture from providers’ perspectives, while subtheme 2 focuses on consumers’ experience and satisfaction with services.

Subtheme 1: Service orientation and service culture at the service provider

Service-focused staff play a pivotal role in enhancing e-service participation for older adults, offering tailored assistance (Feng et al., 2019; Gill et al., 2011; Zhang et al., 2022). Creating a supportive climate involves a guest – host approach, aligning services with ageing population needs (Chrysikou et al., 2018). Fostering a culture that encourages community and social connections requires staff initiatives and engaging activities (Lin & Chou, 2022).

Subtheme 2: Service outcome, experience, and satisfaction of ageing people

Potential outcome of services

Senior centres and seasonal migration serve as restorative havens with fatigue-relieving stimuli, contributing to wellbeing through environmental factors (Rosenbaum et al., 2014; Zhou et al., 2018). Senior living services holistically enhance the ageing experience and influence overall wellbeing (Feng et al., 2019). Medical services and drug consumption contribute to seniors’ longevity and address both physical and psychological wellbeing (Bateson, 2021; Navarro-Espigares & Torres, 2010). Transformative technologies and thoughtful service design, such as socially assistive robots and online assistants, safeguard physical health and positively impact e-service participation (Čaić et al., 2018; Zhang et al., 2022).

Needs, preferences, consumer behaviour, and service evaluation

Age and life experience shape elderly shopping behaviour, emphasising excitement value, with contextual factors influencing service consumption (Muller, 1989; Omar et al., 2014; Plaud & Guillemot, 2015; Prakitsuwan & Moschis, 2020). The COVID-19 induced shift to online shopping prompts adaptation, impacts wellbeing and is influenced by locus-of-control (Itani & Hollebeek, 2021). However, in-person shopping preferences among older individuals highlight the interplay between online and offline retail experiences (Bianchi, 2021). Emotional factors play a crucial role in service evaluation, particularly in residential care contexts, and perceptions of health problems shape evaluations in healthcare contexts (Essén & Wikström, 2008; Leino et al., 2021). Elderly preferences for home care over institutional care highlight cost efficiency and individual preferences, adding complexity to subjective evaluations in healthcare (Gill et al., 2011; Wallin et al., 2015).

Service experience and satisfaction

Understanding the elderly service experience involves various determinants in the service ecosystem (Kabadayi et al., 2020). For example, customised robots enhance positive elderly experiences (Ge & Schleimer, 2023). Socio-economic factors, not age, influence healthcare satisfaction, with tailored services and digital skills contributing to positive service experiences (Horodnic et al., 2018; Meesala & Paul, 2018; Omar et al., 2014; Suárez-Álvarez et al., 2021; Zhang et al., 2022). Functional value and emotional complexities in service encounters contribute to high satisfaction, emphasising the need for improved quality of service and emotional support for older customers (Essén & Wikström, 2008; Horodnic et al., 2018; Zainuddin et al., 2016). Achieving inner harmony challenges conventional service satisfaction and highlights the importance of relational aspects in healthcare (Guillemot et al., 2022; Suárez-Álvarez et al., 2021). Worker age and gender dynamics impact customer evaluations, connecting service provider characteristics to perceived quality (Foster & Resnick, 2013). Customer satisfaction ratings are crucial for assessing and maintaining quality in service provision, granting reliable insights for service management (Horodnic et al., 2018). The Older Aged Customer Experience (OACE) prioritises elderly empowerment, respect, engagement, and connection for a comprehensive assessment compared to the SERVQUAL approach (Kabadayi et al., 2020; Parasuraman et al., 1988).

Theme 3: Barriers and facilitators of service access and use, and the role of technology

This theme explores factors affecting service access for ageing populations, examining both barriers and facilitators, and emphasises the adoption of emerging technologies, such as robots, AI, and gamification to enhance service experiences.

Subtheme 1: Barriers and facilitators of service access and use for ageing people

Ageing, service access, and inclusion

Prioritising homecare services in elder care aligns with evolving values and longer life expectancies (Kabadayi et al., 2020; Muller, 1989). Services should address elderly needs, focusing on products and access to nutritious food (Omar et al., 2014). Bereavement-related services cover administrative, banking, insurance, funeral, physical, and leisure aspects (Plaud & Urien, 2022).

Inclusion ofageing adults requires dynamic value co-creation, with perceived inclusion tied to accessible transport and convenient parking, and perceived exclusion driven by concerns about technological assumptions (Bianchi, 2021). Barriers to inclusion include care system inadequacies, customer reluctance, technology frustrations, caregiver dependency, limited service availability, and age bias (Čaić et al., 2018; Ge & Schleimer, 2023; Leino et al., 2021; Navarro-Espigares & Torres, 2010; Westberg et al., 2021). Caregivers’ evolving perceptions of elderly patients influence vulnerability, addressed through tailored services and collaborative care (Amine et al., 2021). Challenges include advertising, negative encounters, age-based transgressions, and limited offerings (Bateson, 2021; Westberg et al., 2021). Balanced inclusion of customers is crucial, necessitating partnerships with communities and promoting dignity in elderly care (Feng et al., 2019; Kabadayi et al., 2020). Mitigating vulnerability through information sharing addresses negatives like paternalistic attitudes, abusive practices, and the digital divide (Amine et al., 2021; Bianchi, 2021). Engaging the elderly in decision making is critical for preserving dignity and self-esteem (Amine et al., 2021).

Bias and discrimination by service providers

Service providers exhibit bias (Ge & Schleimer, 2023; Kabadayi et al., 2020), contributing to age-related feelings of invisibility (Westberg et al., 2021). The digital divide may lead to social isolation (Bianchi, 2021; Zhang et al., 2022). Moreover, media neglect of ageing individuals, such as gay men, can influence negative body images (Rosenbaum et al., 2021).

(Dis-)Empowering the ageing population

Elderly patients often exhibit dependency in doctor-patient encounters (Suárez-Álvarez et al., 2021) and service staff significantly influences their purchasing decisions (Westberg et al., 2021). Equally, organisations shape the value delivery philosophy, often leaving consumers in a passive role (Zainuddin et al., 2016). Guillemot et al. (2022) highlight reliance on services in creating personal rituals whereas remote service locations may contribute to social segregation, leading to the disempowerment of ageing individuals (Chrysikou et al., 2018).

Service providers empower ageing people for active involvement and independence by prioritising information sharing, autonomy, and collaborative efforts (Guillemot et al., 2022; Kabadayi et al., 2020; Plaud & Guillemot, 2015). Encouraging self-services, collaborative strategies, and technological adoption contribute to successful ageing by challenging stereotypes and promoting digital autonomy (Bianchi, 2021; Ge & Schleimer, 2023; Zainuddin et al., 2016). Frontline employees play a crucial role in informing and boosting customer confidence, while care management positively influences self-efficacy and co-created value (Lin & Chou, 2022). Service providers increase confidence in ageing individuals, such as widows through identity reconstruction via diverse activities (Plaud & Guillemot, 2015). Besides, transport services and adoption of diverse technologies expand self-service in retail, banking, travel, and healthcare, and thus promote autonomy (Omar et al., 2014; Zainuddin et al., 2016).

Subtheme 2: Barriers and facilitators of service robots, AI, and service gamification

Service robots, AI, and gamification

Innovation in aged care services is essential to drive technological adaptation, resilience, and organisational learning. Technologies like robotics, gamification, and AI offer cost-effective pathways to service excellence (Čaić et al., 2018; Hammedi et al., 2017; Khaksar et al., 2017). Smart devices enhance care delivery, connecting users with nurses 24/7 (Khaksar et al., 2017). Designing services with social robots ensures the eudaimonic wellbeing of consumers experiencing vulnerability, requiring value-oriented strategies to mitigate potential value co-destruction (Henkel et al., 2020). A balanced approach guards against digital exclusion, emphasising the human element in elderly care (Wallin et al., 2015; Westberg et al., 2021).

Perception of, access to, and adoption of service robots & technology

Seniors increasingly accept human-like companion robots, but adaptation requires a patient learning curve, influenced by age-related factors prioritising perceived ease of use (Čaić et al., 2018; Ge & Schleimer, 2023; Talukder et al., 2023). Despite rising care needs, acceptance of healthcare ICT improves, revealing a complex relationship (Kong et al., 2019). Particularly, the transformative potential of gamified care tech, robots as future mentors, and positive impact of digital participation on autonomy and wellbeing is highlighted (Bianchi, 2021; Hammedi et al., 2017; Henkel et al., 2020). Economic savings through internet services and non-tech DIY activities raise concerns about neglecting social connections, necessitating a balanced approach (Bianchi, 2021; Wallin et al., 2015; Zainuddin et al., 2016). The intricate relationship between age, tech acceptance, and wellbeing in services for the ageing is explored through insights on remote care services, mobile wallet adoption, online food shopping, and experience’s impact on attitudes towards robots (Ge & Schleimer, 2023; Kong et al., 2019; Omar et al., 2014; Talukder et al., 2023).

Motivators of service technology use

Personal assistance robots play a vital role in reducing social isolation and aiding with medical tasks, highlighting their transformative potential during the pandemic (Čaić et al., 2018; Ge & Schleimer, 2023; Henkel et al., 2020; Khaksar et al., 2017). Social assistive technology empowers decision making, reduces care stress, and offers cognitive support and 24/7 monitoring (Čaić et al., 2018; Henkel et al., 2020; Khaksar et al., 2017). Household and educational robots transform service encounters, emphasising technological interactions (Ge & Schleimer, 2023; Zhang et al., 2022).

Barriers to service technology adoption and use

Several factors hinder technology adoption among older adults, including age-related limitations, income disparities, and educational backgrounds. Addressing these barriers requires digital literacy, handling dehumanisation concerns, ensuring privacy, and personalisation, all requiring trust-building (Čaić et al., 2018; Henkel et al., 2020; Kong et al., 2019; Zhang et al., 2022). Negative stereotypes perpetuated by automated tech hinder internet service acceptance (Bianchi, 2021). Fear of job losses, lack of control, value co-destruction, and social isolation complicate tech adoption in gamified healthcare services (Čaić et al., 2018; Hammedi et al., 2017).

Theme 4: Service design, customisation, and servicescapes

This theme explores customising services for the ageing population, considering social norms, physical decline, and cognitive factors in service usage. It also emphasises collaborative service (co-)design and the role of servicescapes in enhancing experiences.

Subtheme 1: Service adaptation and customisation

Service adaptation to user values

Age-related differences in values impact service evaluation and adaptation to these changing values influences industry success (Muller, 1989; Plaud & Guillemot, 2015; Plaud & Urien, 2022). Cognitive factors impact psychological and functional healthcare decisions, providing an enhanced sense of control for ageing people (Zainuddin et al., 2016). Personalised caregiving is vital, such as for diverse meanings of bereavement, with staff creating social links and aligning with established routines (Amine et al., 2021; Plaud & Guillemot, 2015; Plaud & Urien, 2022).

Customised services

Customised services for the ageing population, addressing diverse needs and individual vulnerability, enhance wellbeing (Amine et al., 2021; Feng et al., 2019; Guillemot et al., 2022; Kabadayi et al., 2020). A client-oriented, community-based aged care service mitigates social comparison effects and emphasises accessibility (Gill et al., 2011; Kabadayi et al., 2020). Designing cost-effective, personalised services based on older consumers’ opinions presents business opportunities despite challenges (Guillemot et al., 2022; Kabadayi et al., 2020; Omar et al., 2014; Wallin et al., 2015). Tailored services for life events enhance subjective wellbeing and centre on collaborative efforts among service providers (Plaud & Guillemot, 2015; Plaud & Urien, 2022). For example, increasing awareness of different diets may drive the development of ‘senior-specific’ health products and services (Omar et al., 2014).

Influence of social norms, physical and cognitive decline on service usage

Age-related decline impacts service access, increasing physical challenges, such as falling or difficulty reading labels (Čaić et al., 2018; Omar et al., 2014; Zainuddin et al., 2021). Health challenges, altered taste, and susceptibility to viruses present significant design considerations for services aimed at this population (Bateson, 2021; Essén & Wikström, 2008; Itani & Hollebeek, 2021; Navarro-Espigares & Torres, 2010). Socially, ageing reduces social contacts and heightens isolation (Čaić et al., 2018). Sociocultural pressures, such as in older rainbow communities, drive (cosmetic) treatments to conform to youth standards (Rosenbaum et al., 2021).

Subtheme 2: Service (co-)design and servicescapes for ageing people

Service design

Designing services for an ageing population requires comprehensive and inclusive care beyond traditional healthcare, focusing on aligned policies, employee qualities, strategic goals and meso-level thinking (Feng et al., 2019; Kabadayi et al., 2020; Leino et al., 2021; Zainuddin et al., 2021). Client perceptions in aged healthcare are significantly influenced by the service co-creation process and require frontline employee involvement (Gill et al., 2011; Zhang et al., 2022). For example, enhanced home care design involves creating an egalitarian and welcoming environment, patient-centric approaches, and considering natural elements (Chrysikou et al., 2018; Guillemot et al., 2022; Leino et al., 2021; Rosenbaum et al., 2014). Prioritising accessible areas, reinforcing the normality illusion, maintaining sanitary conditions to reduce health risks, adopting an eco-psychosocial approach, contactless payment and involving clients in value co-creation are essential (Gill et al., 2011; Itani & Hollebeek, 2021; Wallin et al., 2015).

Empowerment through value co-creation and co-design

Empowerment in digital services involves active participation and management (Zainuddin et al., 2016; Zhang et al., 2022). Open communication in doctor – patient interactions is crucial for satisfaction (Mitropoulos et al., 2018; Suárez-Álvarez et al., 2021). Gamified care with robots enhances motivation in value co-creation and co-design, fostering independence and social connections (Čaić et al., 2018; Hammedi et al., 2017; Khaksar et al., 2017). However, technology-driven value co-creation requires customer readiness when considering progressive diseases’ impact (Hammedi et al., 2017). Involving ageing individuals in service co-design is crucial for collaborative development (Feng et al., 2019). However, effective client involvement includes informing, confidence-building, and relationship-building processes (Gill et al., 2011).

Servicescapes for better value co-creation

Age-neutral, inclusive servicescapes significantly impact healthy ageing. Care facilities should adopt hybrid age-friendly architecture, integrating hospitality and healthcare elements, and considering visual and mobility challenges, sensory needs, and community engagement (Bateson, 2021; Chrysikou et al., 2018; Kabadayi et al., 2020; Lin & Chou, 2022; Rosenbaum et al., 2014; Zhou et al., 2018).

Theme 5: Characteristics, wellbeing needs and resilience of the ageing service users

This theme explores factors affecting elderly wellbeing in service contexts. It also examines coping strategies and resilience in navigating service-related challenges.

Subtheme1: Factors of elderly wellbeing

Elderly wellbeing, covering life satisfaction, health, and purpose, is influenced by factors like mobility, autonomy, and social participation (Kabadayi et al., 2020; Prakitsuwan & Moschis, 2020; Zainuddin et al., 2021). Maintaining physical wellbeing involves practices like healthy eating and exercise (Kabadayi et al., 2020). Effective communication and a strong support network are crucial for social wellbeing, which can be impacted by disruptive effects, such as the pandemic and subsequent social distancing (Henkel et al., 2020). Spiritual wellbeing includes guiding beliefs, values, and principles, while financial wellbeing focuses on sustaining living standards (Kabadayi et al., 2020). Financial wellbeing linked to the Older Adult Care Experience (OACE) enables control over financial management (Kabadayi et al., 2020).

Service encounters significantly influence subjective wellbeing, impacting self-acceptance, relationships, and personal growth (Prakitsuwan & Moschis, 2020). Exposure to restorative stimuli, such as in senior centres promotes overall wellbeing (Rosenbaum et al., 2014). While technology-driven consumption patterns enhance wellbeing a discontinuation potentially diminishes welfare (Prakitsuwan & Moschis, 2020). However, overall online settings positively impact older customers’ wellbeing, and value co-creation through Internet services yields outcomes such as pleasure, personal development, and social connectivity (Bianchi, 2021). Nevertheless, service consumption experiences’ impact on wellbeing varies with timing and duration. Prioritising life domains and recognising early experiences’ influence are crucial (Prakitsuwan & Moschis, 2020).

Subtheme 2: Coping strategies in service contexts

Ageing consumers adopt diverse coping strategies, including increased consumption for stress relief, adopting a younger cognitive age, and engaging in a reciprocal adaptation process. This process involves both staff and customers, such as residents in care homes adjusting to each other and to the new environment (Guillemot et al., 2022; Prakitsuwan & Moschis, 2020; Westberg et al., 2021). Identity negotiation is pivotal in shaping coping strategies (Guillemot et al., 2022). For instance, aged gay consumers may seek cosmetic surgery for career success (Rosenbaum et al., 2021), and loss-and restoration-orientation coping in bereavement manages tasks and roles (Plaud & Urien, 2022).

Theme 6: Service policies and marketing for the ageing population

This theme comprehensively explores how service marketing initiatives, and governmental or non-governmental policies contribute to the overall wellbeing and satisfaction of the ageing population.

Subtheme 1: Service policies and support

Public health policies aligned with public priorities aim to improve elderly health outcomes and promote sustainable use of services (Suárez-Álvarez et al., 2021; Wallin et al., 2015). Healthcare policy adaptations consider ageing brain changes, providing tailored care with medical interventions, preventive measures, and mental health support (Bateson, 2021). Ethical challenges for service providers include transparently justifying refusals and balancing accessibility with resource constraints (Plaud & Guillemot, 2015). Government – NGO collaboration is vital for active ageing and quality of life, integrating robust wellness programmes, accessible services, diverse transport options with age-friendly schedules (Navarro-Espigares & Torres, 2010; Zainuddin et al., 2021).

Subtheme 2: Service customer segmentation and marketing

Effective services for the elderly should be tailored to individual needs. This can be achieved through segmentation based on preferences, life events, and considering both functional and chronological age (Amine et al., 2021; Čaić et al., 2018; Plaud & Guillemot, 2015; Westberg et al., 2021). Segmentation in robotic technology requires alignment with diverse expectations and grouping compatible customers (Čaić et al., 2018; Feng et al., 2019). Marketing to older service consumers requires a stereotype-free approach, emphasising age-sensitive engagement and positive images (Prakitsuwan & Moschis, 2020; Westberg et al., 2021). Social media events which are integrated with social marketing addressing technophobia enhance familiarity with services connectivity (Feng et al., 2019; Itani & Hollebeek, 2021; Talukder et al., 2023; Zainuddin et al., 2021). Equally, accessible and user-friendly packaging becomes crucial for seniors to maintain their physical wellbeing prioritising accessibility and usability (Omar et al., 2014).

Theme 7: Service encounter engagement with the ageing population

This theme examines relational and social activities within service encounters involving the elderly and emphasising engagement dynamics.

Subtheme 1: Relational and social activities in service encounters

Elderly prioritise social activities for improving physical and mental health (Kabadayi et al., 2020). Active participation in service encounters combats social isolation and provides restorative benefits (Rosenbaum et al., 2014). Psychological factors, including self-efficacy and community sense, shape social engagement influenced by education, diverse activities, and organisational support (Lin & Chou, 2022). Seniors actively seek social interaction through both commercial and non-profit services (Rosenbaum et al., 2014), while Internet services promote digital inclusion and social engagement (Bianchi, 2021).

Subtheme 2: Service encounter engagement

Service encounters for the elderly present both resources and challenges requiring varied provider responses (Plaud & Guillemot, 2015). Customer participation in e-services involves information sharing, responsible behaviour, and in-role feedback (Zhang et al., 2022). Gamified care enhances patient motivation (Hammedi et al., 2017), and robots address psychosocial needs (Čaić et al., 2018). In service encounters, future projections influence patient engagement (Guillemot et al., 2022), and life transitions introduce consumer normalcy and non-verbal cues significantly influence customer perceptions (Foster & Resnick, 2013; Plaud & Guillemot, 2015). The OACE framework highlights three stages – pre-care, core-care, and post-care – emphasising empowerment, respect, engagement, and connection with service providers (Kabadayi et al., 2020). Empathetic interactions are required, such as during bereavement service encounters (Plaud & Guillemot, 2015), and value co-creation in service encounters promotes more engagement and enhances wellbeing (Zainuddin et al., 2021).

Theme 8: Service co-creation with the ageing population

The theme explores collaborative dynamics in service interactions for the ageing population, investigating how customers, families, and staff collectively contribute to enhancing wellbeing within service contexts.

Subtheme 1: Customer-to-staff co-creation of wellbeing

Senior centres, through diverse activities, prevent boredom and foster social networks (Feng et al., 2019; Rosenbaum et al., 2014). Caregivers, acting as ‘facilitator apomediaries’, strategically engage with patients and thus enhance satisfaction (Amine et al., 2021; Suárez-Álvarez et al., 2021). Staff-guided value co-creation in internet services and the introduction of robots address physical and cognitive challenges and thus enhance elderly engagement (Bianchi, 2021; Čaić et al., 2018; Khaksar et al., 2017). This co-creation, addressing digital vulnerability, involves adapting to self-services, social assistive robots, and doctor-patient interactions for improved satisfaction (Hammedi et al., 2017; Suárez-Álvarez et al., 2021; Zainuddin et al., 2016; Zhang et al., 2022). Occasionally, elderly individuals prefer family support over service staff assistance (Bianchi, 2021).

Subtheme 2: Customer-to-customer co-creation of wellbeing

Fostering social interactions and leveraging social ambassadors are crucial for enhancing elderly customers’ wellbeing (Lin & Chou, 2022; Rosenbaum et al., 2014). Service providers should be cautious to avoid unintentional exclusivity and prioritise social connectedness during promotions (Feng et al., 2019). Social regeneration and integrating new patrons emphasise co-creating a diverse and inclusive environment (Rosenbaum et al., 2014).

Subtheme 3: Customer-to-family co-creation of wellbeing

Strategic inclusion of family members as secondary customers supports patient dependency and enhances elderly wellbeing (Amine et al., 2021). Co-creation with both family and healthcare professionals benefits chronically ill elderly patients which emphasises active family participation without replacing the patient’s role (Suárez-Álvarez et al., 2021). However, divergent family needs can harm the elderly’s wellbeing, necessitating a balanced approach (Bianchi, 2021; Leino et al., 2021).

Subtheme 4: Family-to-service staff co-creation of wellbeing

Nursing home providers deliver family-centred care, mediating between primary and secondary customers (Leino et al., 2021). Balancing collaboration and professional control are crucial, considering challenges arising from diverse family needs (Suárez-Álvarez et al., 2021), and ensuring favourable outcomes for all stakeholders.

To showcase a quantitative overview of the thematic analysis presented above, the bibliometric analysis below, but on a coarser level compared to the SLR, highlights and mirrors the key thematic findings across the 38 articles investigated.

Bibliometric analysis

Keyword co-occurrence

This study used VOSviewer, a bibliometric software tool, to examine keyword co-occurrence. Following the methodology recommended by Zupic and Čater (2015), emphasis was placed on the frequency of co-occurrence as an indicator of the strength of association between underlying concepts. This approach allowed for the exploration of a network of interconnected keywords, visually depicting the conceptual landscape within ageing and wellbeing in the service domain. Since this study includes only 38 articles, we opted for a minimum single co-occurrence of keywords to present all the relevant keywords. The results reveal a dynamic network of concepts and their interconnections, providing a visual representation of the intellectual structure of ageing and wellbeing research in a service context. This analysis not only highlights the prevailing themes but also identifies key focal points that have garnered attention in the existing body of literature.

The results indicate that the most co-occurring keywords are ‘wellbeing’ (11 occurrences, total link strength of 66), ‘health services’ (8 occurrences, total link strength of 55), ‘consumption behaviour’ (6 occurrences, total link strength of 66), ‘health care’ (6 occurrences, total link strength of 50), ‘service quality’ (6 occurrences, total link strength of 43), ‘service encounter’ (4 occurrences, total link strength of 21), and ‘perception’ (3 occurrences, total link strength of 33). As most services prioritise consumer wellbeing, it is unsurprising that the term ‘wellbeing’ frequently appears. Additionally, the ageing population’s primary need is healthcare services, and they exhibit a distinct consumption pattern with a focused perception of the quality of service (Li et al., 2020; Sukkird & Shirahada, 2015). As a result, keywords related to these aspects are prominently featured. The analysis of keyword co-occurrence yields 18 overarching clusters, as depicted in the network co-occurrence visualisation map presented in Figure 3. Keywords from each cluster are available in Appendix II. However, Table 1 demonstrates how the sub-themes and their discussion points emerging in the thematic analysis converse with the keyword clusters in bibliometric analysis. While there is some overlap, the thematic analysis reveals additional and more pronounced (sub-)themes and discussion points compared to the bibliometrics. This was primarily due to the meticulous manual coding process, which facilitated the discovery of a wide array of inherent themes that remained uncaptured by the bibliometric analysis.

Figure 3. Keyword co-occurrence network (Source: VOSviewer).

Table 1. Thematic analysis vs bibliometric analysis

Thematic analysis themes	Thematic analysis sub-themes	Discussion points	Match bibliometric analysis keywords
Theme 1: Knowledge, skills, opportunities, and training to enable wellbeing co-creation	Subtheme 1: Knowledge, skills, and education of service users	Service users’ knowledge and skills	No
	Subtheme 2: Knowledge, skills, opportunities, and training of service providers	Service providers’ knowledge, skills development, and opportunities	No
Theme 2: Service Experience and Service Orientation	Subtheme 1: Service orientation and service culture at the service provider	Staff initiatives and engaging activities to create a guest – host approach	No
	Subtheme 2: Service outcome, experience, and satisfaction of ageing people	Potential outcome of services	No
		Needs, preferences, consumer behaviour, and service evaluation	Yes
		Service experience and satisfaction	Yes
Theme 3: Barriers and Facilitators of Service Access and Use, and the Role of Technology	Subtheme 1: Barriers and facilitators of service access and use for ageing people	Ageing, service access, and inclusion	Yes
		Bias and discrimination by service providers	No
		(Dis-)Empowering the ageing population	Partially
	Subtheme 2: Barriers and facilitators of service robots, AI, and service gamification	Service robots, AI, and gamification	Yes
		Perception of, access to, and adoption of, service robots & technology	Partially
		Motivators of service technology use	No
		Barriers to service technology adoption and use	No
Theme 4: Service Design, Customisation, and Servicescapes for the Ageing Population	Subtheme 1: Service adaptation and customisation	Service adaptation to user values	Partially
		Customised services	No
		Influence of social norms, physical and cognitive decline on service usage	No
	Subtheme 2: Service (co-)design and servicescapes for ageing people	Service design	No
		Empowerment through value co-creation and co-design	Partially
		Servicescapes for better value co-creation	Partially
Theme 5: Characteristics, Wellbeing Needs and Resilience of the Ageing Service Users	Subtheme 1: Factors of elderly wellbeing	Not applicable	Partially
	Subtheme 2: Coping strategies in service contexts	Not applicable	Yes
Theme 6: Service Policies and Marketing for the Ageing Population	Subtheme 1: Service policies and support	Not applicable	No
	Subtheme 2: Service customer segmentation and marketing	Not applicable	Partially
Theme 7: Service Encounter Engagement with the Ageing Population	Subtheme 1: Relational and social activities in service encounters	Not applicable	Yes
	Subtheme 2: Service encounter engagement	Not applicable	Yes
Theme 8: Service Co-Creation with the Ageing Population	Subtheme 1: Customer-to-staff co-creation of wellbeing	Not applicable	Partially
	Subtheme 2: Customer-to-customer co-creation of wellbeing	Not applicable	No
	Subtheme 3: Customer-to-family co-creation of wellbeing	Not applicable	No
	Subtheme 4: Family-to-service staff co-creation of wellbeing	Not applicable	No

Temporal keyword co-occurrence map

Keyword co-occurrence analysis was employed to pinpoint promising research frontiers in the domain of ageing and wellbeing in a service context, following the methodologies outlined by Boyack and Klavans (2010) and Zupic and Čater (2015). This analytical method illuminates prevailing themes, guides future research by identifying cutting-edge areas, and acts as dynamic research fronts inspiring deeper investigations, drawing collective interest as scholarly exploration adapts to changing trends.

The timeline shifts from purple in 2014 to green in 2018, culminating in yellow in 2022 and beyond. The coloured clusters in Figure 4 visually demonstrate the changing frequency of specific keywords in each respective year. Notably, the yellow cluster signifies the most recent trend, indicating the highest level of interest in issues at the forefront of scholars’ research agenda. In the yellow cluster, the prominence of terms such as ‘robotics,’ ‘digital affordances,’ and ‘coping strategies’ indicates a growing interest in the intersection of technology, psychological wellbeing, and adaptive strategies among the elderly, as also identified in the Theme 2, 3, and 4 of the SLR above.

Figure 4. Temporal keyword co-occurrence map (1989–2023) (Source: VOSviewer).

Recent studies also consider the influence of emerging technologies like ‘electronic commerce’ and the ‘internet’ on ‘elderly patients’ and their ‘healthcare vision’. Keywords like ‘social participation,’ ‘gender,’ and ‘local participation’ suggest an emphasis on the social, cultural, and demographic dimensions of ageing, acknowledging the importance of co-creation, community involvement and recognising potential gender-related nuances in service contexts for the ageing population. These discussion points were also teased out in Themes 4, 5, and 7 above in the SLR. Further, terms like ‘service delivery’, ‘professional services’, and ‘transformative value co-creation’ underscore the significance of service-oriented approaches in enhancing the wellbeing of the ageing population as the focus on the service provider in the SLR above demonstrates.

Moreover, the recent articles delve into not only ‘demographic trends’ and the challenges associated with the ageing population but also crucial elements such as ‘caregivers,’ ‘customer experience’, and ‘customer service,’ all of which have been highlighted in Theme 2 of the SLR. In addition, as in the SLR, the roles of ‘frontline service employees’ and the impact of ‘service encounters,’ including potential ‘service failure,’ are also recognised in Themes 3 and 4. Contemporary research goes beyond conventional perspectives by integrating ‘qualitative research’ methods and insights from ‘neuroscience’ to comprehend the ‘vulnerability’ and ‘stereotype threat’ that may affect the elderly in service interactions.

Referring to the SLR, these recent studies investigate how transformative approaches, such as ‘value re-creation’ and ‘inclusive service design’ can address the unique needs of and vulnerability experienced by ‘older individuals.’ This recognises the importance of understanding ‘customer needs’ as outlined above, not only in a broad demographic sense but also through a nuanced lens that considers the specific requirements of ‘older customers,’ as can be seen in Theme 4. The concept of ‘service inclusion’ is equally explored which emphasises the significance of inclusive practices to ensure the wellbeing of ageing populations experiencing vulnerability (see Theme 3). ‘Behavioural insights,’ ‘social marketing,’ and ‘co-creation’ strategies emerge as essential components to enhance the wellbeing of ‘older customers,’ available in Themes 6 and 8.

Overall, the bibliometric analysis points towards a comprehensive and multidimensional exploration of ageing and wellbeing, incorporating technological, social, and service-related perspectives for a more holistic understanding and improvement of the ageing population’s wellbeing.

Discussion and implications

The findings of the SLR combined with the bibliometric analysis of the 38 selected articles have multiple theoretical and practical implications. A summary of the articles reviewed is available in Appendix I.

From a geographical perspective, 25% of articles focus on Australia (n = 9), with 11% each for China and France (n = 4). The rest covers the USA, UK, Canada, and various European countries, reflecting diverse international perspectives on ageing and wellbeing. To broaden the scope, future research could extend its focus to include developing countries in Asia, Africa, and the Middle East, as well as consider ageing and wellbeing contexts in both North and South America within a service context. Incorporating perspectives from developing countries (Subramanian et al., 2022) within the service landscape can contribute to a more comprehensive understanding of the global dynamics of ageing and wellbeing in diverse cultural and socio-economic contexts.

Taking a journal publication angle, Journal of Services Marketing (JSM) constitutes 47% of total articles (n = 18), followed by Service Industries Journal (SIJ) at 16% (n = 6). This highlights a significant research focus of JSM and SIJ in the ageing domain.

From a research methods perspective, 42% (n = 16) utilise qualitative approaches, 32% (n = 12) employ quantitative methods, and 13% (n = 5) adopt mixed methods whereas the remaining articles (13%; n = 5) are non-empirical papers. This distribution underscores a notable preference for qualitative methodologies in understanding ageing and wellbeing in a service context, capturing the nuanced and subjective aspects of these phenomena. Additionally, the inclusion of mixed methods in 13% of the studies suggests a recognition of the value in combining both qualitative and quantitative approaches to provide a more comprehensive understanding of the multifaceted nature of ageing and wellbeing within service-oriented research.

From a conceptual and theoretical framework perspective, TSR is prominent in 21% (n = 8) of the articles, followed by the Service-Dominant Logic (SDL) with 13% (n = 5) representation. This underscores a notable emphasis on TSR as a primary theoretical foundation, contributing substantially to understanding ageing and wellbeing in a service context. This is encouraging for TSR scholars regarding their efforts and should be a motivator to continue their work in the domain of ageing and wellbeing, as TSR offers a range of frameworks to delve into the complex dynamics of service interactions for wellbeing. Utilising TSR can provide valuable insights into designing services that go beyond meeting basic needs, actively contributing to the holistic wellbeing of the ageing population. By incorporating TSR, researchers can shape the future of Transformative Service Initiatives (Kabadayi et al., 2023), ensuring they are truly transformative and tailored to enhance the overall quality of life for older individuals.

The intersection of thematic and bibliometric analyses in our study on ageing and wellbeing in a service context revealed key dimensions and emerging trends. The thematic analysis identified eight overarching themes (see again Figure 2), while the bibliometric analysis complemented (see again Figure 3 and Appendix II) and contextualised these findings quantitatively, unveiling prevailing research foci, key concepts, and evolving trends through academic publications.

The SLR effectively addresses the research questions (RQs) outlined beforehand. Appendix III presents the RQs, along with the identified themes and subthemes, and clarifies which themes/subthemes answer each RQ. Themes 1, 4, 6, and Subtheme 2 of Theme 3 address RQ1. Service providers focus on elderly empowerment via knowledge transfer, user-friendly tech, and staff communication training. They also use social robots, gamified healthcare, and co-creation with older adults improve service delivery, fight isolation, and promote wellbeing. The SLR highlights successful adaptation strategies for serving an ageing population. Themes 2, 4, 8, and Subtheme 1 of Theme 2, Subtheme 1 of Theme 3 and Subtheme 2 of Theme 7 answer RQ2. The elderly actively co-create services, resulting in enjoyment, personal growth, social connection and wellbeing. Service providers encourage co-creation through self-service, prioritising safety, and integrating technology such as gamification and service robots. Staff guidance aids those with challenges. Family and others inclusion enriches the experience but poses challenges. Themes 1, 3, 4, 8, and Subtheme 1 of Theme 5 and Subtheme 1 of Theme 7 answer RQ3. Co-creating with older adults brings both advantages and hurdles for service providers. While it fosters innovation, improved services, and new market opportunities, challenges include training staff, ensuring inclusivity, and overcoming technology frustrations. Mitigating stereotypes, protecting user vulnerability, and safeguarding privacy are also crucial considerations. Striking a balance between family involvement and professional control is essential. As already indicated in Figure 2 above, each of the actors must collaborate and co-create value with one another to facilitate wellbeing (Chen et al., 2021; Finsterwalder & Kuppelwieser, 2020). Within this intricate service ecosystem designed to enable wellbeing of ageing individuals and communities, the various actors engage across the micro, meso, and macro levels, as illustrated in Figure 5. At the core, actor 1, representing the ageing individual, holds the most central position as primary customer (Leino et al., 2021) or focal actor (Chen et al., 2021), who is facing challenges associated with ageing and a has a certain resource pool available to balance out these challenges (Chen et al., 2021). Actor 1 is both influencing and being influenced by other actors, and these other actors might possess additional resources, such as actor 2 (secondary customer, e.g. family member) or face a similar situation and challenges, such as actor 3, actor 1’s ageing peers.

Figure 5. Detailed Overview of Actors across System Levels in the Service Ecosystem ‘Wellbeing of the Ageing Population’.

At the micro level, service staff, such as from healthcare providers, retailers, and senior centres, not only directly interact with actor 1, the primary customer, but also with actor 2, that is, secondary customers. In addition, actor 1 might also be in interaction with actor 3, i.e. other ageing customers, to maintain their relational needs in the service environment. For example, in healthcare settings, actor 4 (service provider) collaborates with secondary customers (actor 2), such as family members, with the goal of enhancing the overall care experience for the ageing individual (actor 1). The interactions and influences primarily result from customer-to-customer, customer-to-family, customer-to-staff, and family-to-staff co-creation of wellbeing, emphasising collaborative efforts in shaping the service ecosystem ‘wellbeing of the ageing population’. Actor 1 anticipates cooperation, support, respect, and dignity during these encounters. The expectations are shaped by various life contexts, including life history and bereavement, illustrating the diverse factors that influence the expectations of actor 1 in the service ecosystem.

At the meso level, actor 5, i.e. service technology (e.g. AR, AI & robots) which can at least partially replace actor 4 (traditional service provider), can play a transformative role and influence interactions among actors. For example, the integration of AI and gamification in healthcare services can enhance diagnostic precision, ensure 24/7 care services availability, and impact the overall care experience and wellbeing of ageing individuals (Čaić et al., 2018; Henkel et al., 2020; Khaksar et al., 2017). Besides, to access, accept, adopt, and use these technology-based services, ageing people need support, learning and cooperation from the other actors, such as peers (actor 3), family (actor 2), service provider staff (actor 4). Sometimes, these actors influence actor 1 to adopt service technology to ensure their wellbeing and quality of life.

At the macro level, actor 6, such as Government and NGOs play a pivotal role as significant influencers, shaping broader policies and frameworks that govern interactions and dynamics within the entire service ecosystem (Finsterwalder & Kuppelwieser, 2020). Beyond influencing other service providers and guiding service policies and the use of technologies, government institutions also directly provide certain services to the ageing population. Initiatives, such as funding for elderly care programmes and facilitating community transport services to ensure elderly mobility, can have far-reaching effects on the service experience provided to the ageing population. This highlights the extensive impact of macro-level actors in shaping the overall wellbeing of the ageing population within a service context.

This comprehensive analysis of service co-creation for the elderly population offers valuable insights applicable across the service ecosystem. Service providers can implement empowerment strategies like knowledge transfer and user-friendly technology, while fostering co-creation through gamification and staff training. Elderly users can leverage the study’s findings to advocate for their needs and actively participate in service design. Family members and peers can play a supportive role by collaborating with service providers and encouraging technology adoption. Lastly, policymakers can utilise the research to emphasise inclusive service design and responsible technology integration within the ecosystem. By applying these takeaways, all actors can contribute to a collaborative environment that promotes co-creation and ultimately, the wellbeing of the ageing population.

Future research

The SLR combined with a temporal keyword co-occurrence map derived from bibliometric analysis delineates key themes that pave the way for future research. Examining Theme 1, TSR scholars should explore the establishment and optimisation of tailored Transformative Research Initiatives (TSIs; Kabadayi et al., 2023) for promoting digital skills among the ageing population as well as strategies for effective compliance with service utilisation directions. Table 2 presents examples from the full list of suggested future research questions (see Appendix IV for complete list) pertaining to themes 1 to 8.

Table 2. Examples of future TSR priorities for the ageing population.

Theme	Future TSR Priorities
Theme 1: Knowledge, skills, opportunities, and training to enable wellbeing co-creation	How can tailored initiatives promoting digital skills among the ageing people be optimised to contribute significantly to their overall wellbeing? What strategies ensure effective compliance with directions in service consumption among the ageing population?
Theme 2: Service orientation and service experience	How do restorative servicescapes contribute to the overall quality of life for seniors, and what specific elements within these environments impact wellbeing? How do healthcare interventions, including hospital services and drug consumption, influence the life expectancy and wellbeing of the 65 + population?
Theme 3: Barriers and facilitators of service access and use, and the role of technology	How can tailored active ageing services empower seniors to overcome barriers, master digital skills, and promote independence in accessing internet and e-services despite challenges? What are the key barriers faced in accessing suitable aged care services, and how can service providers address these barriers to ensure non-discriminatory and appropriate care?
Theme 4: Service design, customisation, and servicescapes	What service strategies address the diverse needs and values of the ageing population dynamically, considering the shift in hedonistic values? How do social norms, physical, and cognitive decline influence service needs, particularly for diverse demographics like the Rainbow/LGBTIAQ + community?
Theme 5: Characteristics, wellbeing needs, and resilience of the ageing service users	How do hedonic and eudaimonic aspects of wellbeing interact among the ageing population in service contexts? What strategies can service providers employ to foster psychological wellbeing in commercial senior living settings?
Theme 6: Service policies and marketing for the ageing population	How can service marketing challenge age-based stereotypes and promote positive ageing images for diverse preferences and customer segments? What is the impact of social media events on the social connectivity of the ageing population, and how can marketing leverage these platforms?
Theme 7: Service encounter engagement with the ageing population	How do social activities impact the wellbeing of the elderly in service contexts, and how can active participation be promoted effectively? What dimensions of customer participation are crucial in online service encounters, and how can service providers cater to diverse individual needs?
Theme 8: Service co-creation with the ageing population	How does customer-to-customer co-creation impact the social wellbeing of the elderly in service contexts? How do co-creation behaviours during internet service use with family members contribute to the wellbeing of elderly individuals?

Theme 2 calls for an in-depth investigation into the impact of service-oriented staff, a supportive service climate, and successful service encounters. Theme 3 stimulates exploration into the hurdles and facilitators of service access and use, highlighting the role of technologies. Theme 4 advocates further understanding of how service design, customisation, and servicescapes can meet the specific needs of the ageing population. Future inquiries into Theme 5 should put an emphasis on exploring the characteristics, wellbeing needs, and resilience of service users, guiding the development of targeted services. For Theme 6, TSR scholars are encouraged to explore the effectiveness of service policies and marketing strategies (Boenigk, Kreimer, et al., 2021) for the ageing population. Theme 7 provokes a closer assessment of the dynamics of service encounter engagement specific to the ageing population, while Theme 8 encourages the exploration of service co-creation dynamics for enhanced wellbeing.

This review sets the stage for comprehensive investigations that can advance the understanding of ageing, wellbeing, and service interactions. TSR scholars are urged to explore these areas, contributing to the development of TSIs tailored to the unique needs of the ageing demographic.

Study limitations

This SLR cum bibliometric analysis exclusively concentrates on the top-tier service journals, which might overlook valuable multidisciplinary insights from other domains such social sciences, public health, and psychology. Consequently, there may be a gap in the inclusion of findings from diverse fields. Moreover, because both SLR and bibliometrics are inherently retrospective, the focus of the bibliometrics has been on keyword co-occurrence and temporal keyword network analysis, and an emphasis has been placed on the most recent literature trends. Through its eight themes the SLR has identified gaps in research which were outlined as future avenues for TSR scholars. This specific approach provides valuable insights into existing knowledge and offers guidelines for future scholarly inquiry, although certain dimensions of bibliometric data and knowledge have not been exposed due to this article’s scope. TSR scholars interested in conducting SLRs may consider exploring the multidisciplinary knowledge domain with a bibliometric analysis spanning across disciplines.

Conclusion

This literature review has uncovered eight key themes elucidating the intricate interplay between the various actors within the service ecosystem ‘wellbeing of the ageing population.’ The findings underscore the roles, actions, and interests of diverse actors in service co-creation, particularly emphasising the focal actors or primary customers – the ageing individuals – at micro level and their interactions in a service context. Besides, the bibliometric analysis provides trending issues associated with ageing services and wellbeing. These insights are crucial for designing needs-based services and promoting improved co-creation opportunities to actively engage the ageing population for their wellbeing. The SLR highlights essential service considerations for the ageing population, encompassing their values, locus of control, skills, life events, bereavement contexts, and social needs in the design of both private and public services. Additionally, the review identifies technology’s dual role as both a driver and potential hindrance to elderly wellbeing in the service context. Notably, it recognises the wellbeing and contributions of secondary customers (Chen et al., 2021), such as family members, as linked to the primary customer, emphasising the need for an inclusive approach in service design. In serving as a guide for future TSR and offering insights, this SLR contributes to shaping TSIs aimed at enhancing the overall wellbeing of the ageing population.

Acknowledgement

The authors wish to thank the editor, Professor Levent Altinay and the three guest editors, Professor Metin Kozak, Xuan Lorna Wang, and Jun Wen for initiating, coordinating, and managing this special issue. Special thanks go to Associate Professor Ning (Chris) Chen for the translation of title, abstract and keywords into Chinese language.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This research has received funding from the Department of Management, Marketing and Tourism, UC Business School, University of Canterbury, New Zealand.