Theorizing peaceful service ecosystems from the Arab region

Purpose This viewpoint article addresses the persistent geographical and epistemological marginalization of the Arab region within service research. It challenges Western-centric theoretical dominance and proposes a reorientation that positions the Arab region as a fertile ground for conceptual innovation. The central aim is to introduce the Peaceful Service Ecosystem (PSE) framework as a context-sensitive model that advances understanding of service systems under conditions of institutional precarity and social fragmentation. Design/methodology/approach The paper adopts a conceptual and critical-theoretical methodology grounded in service management field. It synthesizes diverse literature and contextual insights from across the Arab region to build and articulate the PSE framework. Findings The paper finds that existing service ecosystem theories insufficiently account for sociopolitical volatility, relational dissonance, and cultural variance, particularly in under-theorized contexts like the Arab region. The proposed PSE framework advances the field by integrating harmony and dissonance as central variables in ecosystem functioning. It identifies trust, social cohesion, fairness, and cultural resonance as foundational for equitable value co-creation. PSEs produce more resilient, regenerative, and well-being-centered service outcomes, particularly vital for societies in or emerging from adversity. Research limitations/implications As a conceptual viewpoint, the framework’s empirical validation remains a future research priority. Cross-regional comparative studies and participatory research within Arab contexts are needed to refine and test the operational mechanisms, enablers and inhibitors of PSEs. Originality/value This study offers a novel theoretical contribution by extending service-dominant logic with peace-oriented principles rooted in local sociocultural realities. It reconceptualizes service ecosystems not just as technical or economic systems but as relational infrastructures capable of fostering peace, especially in conflict-affected or unstable settings. By advancing the PSE framework, the article pioneers a new lens for theorizing service interactions in non-Western and fragile contexts.