Journal of Services Marketing: Volume 34 Issue 1

Guest editorial: a new dawn for qualitative service research

Lars Witell, Maria Holmlund, Anders Gustafsson

The purpose of this study is to highlight the role of qualitative research in service research. This study discusses what qualitative research is, what role it has in service…

The evolution and impact of qualitative research in Journal of Services Marketing

Aku Valtakoski

The purpose of this paper is to review the evolution of empirical research methods in Journal of Services Marketing (JSM), how the choice of methodology is related to the research…

Commentary: exposing a research bias or a relic of research practice

Rebekah Russell-Bennett, Mark Scott Rosenbaum, Ryan McAndrew

This paper aims to represent a response to issues raised in the continuing quantitative-qualitative debate by Valtakoski (2020). Which appeared in a Journal of Services Marketing …

Text mining analysis roadmap (TMAR) for service research

Mohamed Zaki, Janet R. McColl-Kennedy

The purpose of this paper is to offer a step-by-step text mining analysis roadmap (TMAR) for service researchers. The paper provides guidance on how to choose between alternative…

Exploring the ZMET methodology in services marketing

Charles Hancock, Carley Foster

This paper aims to explore how the Zaltman metaphor elicitation technique (ZMET) can be adopted in services marketing to provide deeper customer experience insights.

Design fiction diegetic prototyping: a research framework for visualizing service innovations

Tracy Harwood, Tony Garry, Russell Belk

The purpose of this paper is to present a design fiction diegetic prototyping methodology and research framework for investigating service innovations that reflect future uses of…

Increasing rigor and relevance in service research through ethnography

Catharina von Koskull

The purpose of this paper is to illustrate how traditional ethnography as an established methodology can promote and strengthen both rigor and relevance in qualitative service…

Opportunities for ethnographic methodologies in B2B service research

Joona Keränen, Daniel D. Prior

This paper highlights the suitability, application and fruitful opportunities for ethnographic methodologies in contemporary B2B service research.

Service action research: review and guidelines

Mattias Elg, Ida Gremyr, Árni Halldórsson, Andreas Wallo

Conducting research that is both practice- and theory-relevant is important for the service research community. Action research can be a fruitful approach for service researchers…

Ten lessons for qualitative transformative service researchers

Courtney Nations Azzari, Stacey Menzel Baker

This paper offers key methodological insights for scholars new to qualitative transformative service research (TSR).

Viewpoint: getting your qualitative service research published

Maria Holmlund, Lars Witell, Anders Gustafsson

The purpose of this paper is to provide authors with guidelines for carrying out excellent qualitative service research. It describes the features that editors and reviewers use…