The article presents service research priorities in a rapidly changing context, identifying 12 key research areas that are critical for advancing the service field. These priorities include stimulating service innovation, facilitating servitization and solutions, understanding organization and employee issues relevant to successful service, developing service networks and systems, leveraging service design, using big data to advance service, understanding value creation, enhancing the service experience, improving well-being through transformative service, measuring and optimizing service performance, understanding service in a global context, and leveraging technology to advance service. The authors conducted an international and interdisciplinary research effort, involving roundtable discussions with researchers from service research centers and networks around the world, followed by an online survey of over 330 service researchers. The results show that topics related to transformative service and measuring and optimizing service performance are particularly important for advancing the service field, along with big data. The authors highlight the need for additional interdisciplinary research to address key challenges and opportunities in the service field. The research emphasizes the importance of understanding the evolving service context, the role of technology, and the need for innovative approaches to service design and delivery. The findings suggest that future research should focus on areas such as service innovation, servitization, and the integration of service systems with other business processes. The study underscores the importance of interdisciplinary collaboration and the need for a more comprehensive understanding of service research to address the complex challenges facing the service industry.The article presents service research priorities in a rapidly changing context, identifying 12 key research areas that are critical for advancing the service field. These priorities include stimulating service innovation, facilitating servitization and solutions, understanding organization and employee issues relevant to successful service, developing service networks and systems, leveraging service design, using big data to advance service, understanding value creation, enhancing the service experience, improving well-being through transformative service, measuring and optimizing service performance, understanding service in a global context, and leveraging technology to advance service. The authors conducted an international and interdisciplinary research effort, involving roundtable discussions with researchers from service research centers and networks around the world, followed by an online survey of over 330 service researchers. The results show that topics related to transformative service and measuring and optimizing service performance are particularly important for advancing the service field, along with big data. The authors highlight the need for additional interdisciplinary research to address key challenges and opportunities in the service field. The research emphasizes the importance of understanding the evolving service context, the role of technology, and the need for innovative approaches to service design and delivery. The findings suggest that future research should focus on areas such as service innovation, servitization, and the integration of service systems with other business processes. The study underscores the importance of interdisciplinary collaboration and the need for a more comprehensive understanding of service research to address the complex challenges facing the service industry.