Viewpoint: from Star Trek to "Service Trek": these are the voyages of the service community

PurposeScience fiction analogies have been shown to be an effective vehicle for disseminating scientific knowledge and building a better understanding of scientific principles. Toward this end, this study aims to use the Star Trek universe as a lens in an effort to remove barriers to understanding the science of service research. Design/methodology/approachThis study synthesizes research on using science fiction narratives in sparking dialogue within and beyond scientific communities, draws parallels between the Star Trek universe and the service research domain and uses these insights to identify pertinent ways forward. FindingsIn the service research domain, science fiction analogies and dramaturgical metaphors can challenge researchers to reflect beyond the domain's traditional boundaries. In fact, the Star Trek universe lends itself as visionary backdrop to assess leadership principles, understand the evolution of scientific paradigms and inspire future service research. Originality/valueThis article contributes to the service research literature by introducing the notion of drawing on science fiction analogies to facilitate key dialogues in a scientific context and demonstrates how such analogies can be used to provide guidance in moving the service research discipline forward.