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Conducting service research that matters
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center.
Fordham Univ, Dept Mkt, New York, NY 10023 USA..
Florida State Univ, Dept Mkt, Tallahassee, FL 32306 USA..
Univ Queensland, UQ Business Sch, Mkt, Brisbane, Qld, Australia..
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2015 (English)In: Journal of Services Marketing, ISSN 0887-6045, E-ISSN 0887-6045, Vol. 29, no 6-7, 425-429 p., SIArticle in journal (Refereed) PublishedText
Abstract [en]

Purpose - The purpose of this paper is to encourage the reader to think differently about service-related issues and to strive to conduct service research that makes a transformational impact on individuals, organizations and society. The authors suggest that service researchers are in an excellent position to develop research that matters by making stronger connections with theory and elevating purely applied research to research that is higher in both practical relevance and methodological rigor. Design/methodology/approach - This paper takes a conceptual approach, connecting pertinent literature with new ideas highlighted in this special issue. Findings - This paper proposes that service researchers look beyond traditional service applications, take a multi-disciplinary approach to problem-solving and make greater strides towards connecting theory and practice. The authors propose a Model of Rigorous and Relevant Research, and call for fresh thinking across a wide range of research areas, including enhancing the customer experience, crafting innovation, integrating technology and measuring service outcomes. Originality/value - The originality of this essay lies in its focus on revitalizing the discussion on relevance and rigor as a path forward for service research. Additionally, this paper offers new insights on core management aspects of service provision that provide a solid platform for future work in service research.

Place, publisher, year, edition, pages
2015. Vol. 29, no 6-7, 425-429 p., SI
Keyword [en]
Relevance, Service technology, Service innovation, Customer experience, Rigor, Service outcomes
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-41128DOI: 10.1108/JSM-02-2015-0103ISI: 000369386100002OAI: oai:DiVA.org:kau-41128DiVA: diva2:914198
Available from: 2016-03-23 Created: 2016-03-23 Last updated: 2016-03-23Bibliographically approved

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Gustafsson, AndersWitell, Lars
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