This research project aims to unravel the conditions under which service ecosystem governance - which we define as a focal organization’s decisions on managing their ecosystem - acts as a lever for engaging customers with through enhanced service journey quality. To achieve this end, we propose a mixed methods study where we complement a meta-ethnographic analysis on service ecosystem governance for enhanced service journey quality in 35 case studies with a multiple case study with 10 organizations offering different types of services (e.g., healthcare, digital, and circular services). Next, we propose a series of scenario-based and field experiments to examine how the service journey quality of organizations offering these services affects customer engagement. By disseminating the research findings among the broad network of researchers and practitioners with which our Center for Service Intelligence - UGent is connected, we want to help organizations offering services to achieve competitive differentiation while realizing their ambition for a healthy, digitalized, and/or circular world.