This paper outlines the development of research in the domain of service(s) marketing from its birth as an area of academic study in the 1960s/1970s to the current time. It identifies four phases of development. Phases 1–3 relate to the period before 2004, which focuses on the development of service(s) marketing. In Phase 4, a greater focus on the concept of service (singular) – defined as the application of knowledge and skills – has resulted in developments and directions in service research that offer a different perspective through which to view more general marketing. This different perspective has explicit implications also for wider business and management research. The paper summarizes current research in this domain, which coalesces around three broad perspectives, namely, the service‐dominant logic of marketing, technology and service, and transformative service research. It concludes by outlining likely trends for service research into the future. Three interrelated directions are suggested: research on service in a changing context; research responding to academic schools of thought; and research responding to consumer trends.