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Paradigms in service research
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0002-5605-9285
Center for Services Leadership, W. P. Carey School of Business, Arizona State University, Tempe, Arizona, USA.
College of Business, Bowling Green State University, Bowling Green, Ohio, USA.
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0003-2705-0836
2011 (English)In: Journal of Service Management, ISSN 1757-5818, Vol. 22, no 5, 560-585 p.Article in journal (Refereed) Published
Abstract [en]

Purpose – Recent discussions of the service-dominant logic (S-D logic) and the creation of a multidisciplinary service science highlight the need for a paradigmatic discussion that provides directions for ongoing service research. This article aims to examine different epistemological foundations and proposes a framework to describe and better understand the development and future of service research.

Design/methodology/approach – Using the proposed framework, an assessment of 60 selected award-winning and most cited articles is categorized using the paradigmatic framework.

Findings – Four paradigms are found to be prominent in service research: positivistic, hermeneutic, dialogic, and monologic. The positivistic option has been the dominant paradigm employed by service scholars, suggesting service scholars need to apply the three alternative paradigms more as a means to enrich and extend the service research discipline.

Research limitations/implications – There is a need to discuss the fundamental beliefs and worldviews (ontological and epistemological positions) guiding service research. Paradigms are critical determinants and drivers of good research.

Originality/value – A new framework for analyzing paradigmatic foundations in service research and directions for the future design of service research studies is proposed. The suggested framework could inspire scholars to reflect on their ontological and epistemological foundations and provide paradigmatic guidance within service research. This provides a basis for continuous expansion of the service research field.

Place, publisher, year, edition, pages
2011. Vol. 22, no 5, 560-585 p.
Keyword [en]
Service research, Paradigm, Ontology, Epistemology, Methodology, Classification
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-2039DOI: 10.1108/09564231111174951ISI: 000297598900001OAI: oai:DiVA.org:kau-2039DiVA: diva2:5572
Available from: 2008-05-21 Created: 2008-05-21 Last updated: 2015-05-27Bibliographically approved
In thesis
1. Customer Complaint Behaviour in Service
Open this publication in new window or tab >>Customer Complaint Behaviour in Service
2008 (English)Doctoral thesis, comprehensive summary (Other scientific)
Abstract [en]

It is vital for every service provider to get feedback from its customers.

This is especially important when a customer has perceived an unfavourable service experience. One way to receive feedback from these customers is to encourage and make it easy for them to complain.

Scholarly knowledge about complaint behaviour gives the service provider valuable insight about service problems and how to improve e.g. service offerings, service processes and interactions, to increase customer satisfaction, loyalty and profit. For that reason it is argued that customers who have an unfavourable service experience should be encouraged to complain, because if not, the provider risks losing the customer and thus future revenue.

Previous research within complaint behaviour has mainly focused on the static description of motivation, antecedents, or the outcome response of complaint behaviour. The research has mainly explored different features linked to the market, the provider, the service and/or individual customer’s issues. To learn more about the customer’s complaint behaviour there is a need to take a dynamic and processual approach. This may help providers to serve customers more correctly and prevent unfavourable service experiences.

The main aim of this dissertation is to enhance the knowledge of the dynamic behavioural processes in customer complaint behaviour. The dissertation will contribute to conceptualise different aspects of customer complaint behaviour. In addition, the dissertation will give an empirical grounded understanding of contextual and emotional aspects that may help to recognize the complexity of the complaint behaviour process.

The contribution is a portrayal of different models describing the dynamic process of complaint behaviour including a new customer complaint behaviour model. Customer complaint behaviour is viewed as action and reaction - as a dynamic adjustment process that occurs during and/or after the service interaction, rather as a post-purchase activity. In order to capture these adjustments, a new conceptual complaint model is suggested which holds three thresholds for complaint behaviour and emphasis three different behavioural categories in the complaint process. Further, the dissertation gives an explanation of contextual and emotional issues that influence the complaint behaviour. The dissertation also includes an epistemological framework to anchor the paradigmatic belongings of service research as a basis for the design of studies in the area of customer complaint behaviour.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2008. 108 p.
Series
Karlstad University Studies, ISSN 1403-8099 ; 2008:14
Keyword
Customer complaint behaviour, complaint, dynamic, process
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-1625 (URN)978-91-7063-172-6 (ISBN)
Public defence
2008-06-09, Agardhsalen, 11D 257, Karlstads universitet, 13:00
Opponent
Supervisors
Available from: 2008-05-21 Created: 2008-05-21 Last updated: 2015-01-29

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Tronvoll, BårdEdvardsson, Bo

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