Exploring the role of time in service: a mapping review based on temporal orientations and their cognitive actions

Purpose This study enhances the clarity on the current state of empirical service research on subjective time by distinguishing between intrasubjective and intersubjective time orientations and three related cognitive actions: time travel, time perception, and time interpretation. This highlights how subjective time influences key service phenomena, including customer experience, engagement, value co-creation, and well-being. Design/methodology/approach A mapping review of 10 major service research journals was conducted to assess how temporal orientations and their cognitive actions were represented in empirical service research. Findings This review contributes to an in-depth understanding of how time-in-service research is evolving from a purely objective orientation to recognizing the complexity of subjective time in its intrasubjective and intersubjective orientations. It identifies a significant focus on intrasubjective time, particularly in relation to customer experience. However, the potential for intersubjective time in service interactions has been overlooked, opening new research and managerial opportunities. This study also reveals the fragmented terminology in time-related research, which hinders theoretical development and cross-study comparisons. Practical implications Service practitioners and managers should be aware that actors such as customers and service providers not only perceive but also interpret time differently based on their past, present, and projected future experiences. Service designs should prioritize adaptability, enabling adjustments that align with customers’ evolving temporal needs and expectations. Originality/value This is the first comprehensive synthesis and research agenda on the role of subjective time and its implications for service research.