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Despite the wide variety of literature on the impact of the COVID-19 pandemic in the service industry, there is still a lack of an integrated systematized view of these multiple impacts. This study contributes to service research by identifying a variety of academic and managerial perspectives about the influence of COVID-19. We pay attention to the service industry, but with an especial focus on the tourism and hospitality industries, which have been more severely affected. This paper presents two multi-approach studies blending a systematic literature review (SLR) and a focus group methodology. Hence, it integrates and synthesizes the main results of the two studies considered to assist researchers and practitioners. It offers a complete overview of the state of the art and identifies three key service trends that have been accelerated by COVID-19: (1) the increasingly digital and autonomous customer; (2) the growing potential of data-driven services versus privacy concerns, and (3) the evolution from firm-centric to customer-centric and networked business models. Finally, this study provides relevant theoretical implications where we suggest relevant theories, constructs, and methodologies for future research to advance the current knowledge, and useful guidelines for business managers to better understand how to respond to market changes.

Theories, constructs, and methodologies to study COVID-19 in the service industries