---
_id: '5703'
abstract:
- lang: eng
  text: "Purpose\r\n– 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. \r\n\r\nDesign/methodology/approach\r\n– This paper
    takes a conceptual approach, connecting pertinent literature with new ideas highlighted
    in this special issue. \r\n\r\nFindings\r\n– 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. \r\n\r\nOriginality/value\r\n– 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."
article_type: original
author:
- first_name: Anders
  full_name: Gustafsson, Anders
  last_name: Gustafsson
- first_name: Lerzan
  full_name: Aksoy, Lerzan
  last_name: Aksoy
- first_name: Michael K
  full_name: Brady, Michael K
  last_name: Brady
- first_name: Janet R
  full_name: McColl-Kennedy, Janet R
  last_name: McColl-Kennedy
- first_name: Nancy J
  full_name: Sirianni, Nancy J
  last_name: Sirianni
- first_name: Lars
  full_name: Witell, Lars
  last_name: Witell
- first_name: Nancy
  full_name: Wünderlich, Nancy
  id: '36392'
  last_name: Wünderlich
citation:
  ama: Gustafsson A, Aksoy L, Brady MK, et al. Conducting Service Research that Matters.
    <i>Journal of Services Marketing</i>. 2015;29(6/7):425-429.
  apa: Gustafsson, A., Aksoy, L., Brady, M. K., McColl-Kennedy, J. R., Sirianni, N.
    J., Witell, L., &#38; Wünderlich, N. (2015). Conducting Service Research that
    Matters. <i>Journal of Services Marketing</i>, <i>29</i>(6/7), 425–429.
  bibtex: '@article{Gustafsson_Aksoy_Brady_McColl-Kennedy_Sirianni_Witell_Wünderlich_2015,
    title={Conducting Service Research that Matters.}, volume={29}, number={6/7},
    journal={Journal of Services Marketing}, publisher={Emerald Group Publishing Limited},
    author={Gustafsson, Anders and Aksoy, Lerzan and Brady, Michael K and McColl-Kennedy,
    Janet R and Sirianni, Nancy J and Witell, Lars and Wünderlich, Nancy}, year={2015},
    pages={425–429} }'
  chicago: 'Gustafsson, Anders, Lerzan Aksoy, Michael K Brady, Janet R McColl-Kennedy,
    Nancy J Sirianni, Lars Witell, and Nancy Wünderlich. “Conducting Service Research
    That Matters.” <i>Journal of Services Marketing</i> 29, no. 6/7 (2015): 425–29.'
  ieee: A. Gustafsson <i>et al.</i>, “Conducting Service Research that Matters.,”
    <i>Journal of Services Marketing</i>, vol. 29, no. 6/7, pp. 425–429, 2015.
  mla: Gustafsson, Anders, et al. “Conducting Service Research That Matters.” <i>Journal
    of Services Marketing</i>, vol. 29, no. 6/7, Emerald Group Publishing Limited,
    2015, pp. 425–29.
  short: A. Gustafsson, L. Aksoy, M.K. Brady, J.R. McColl-Kennedy, N.J. Sirianni,
    L. Witell, N. Wünderlich, Journal of Services Marketing 29 (2015) 425–429.
date_created: 2018-11-15T11:32:07Z
date_updated: 2022-01-06T07:02:36Z
department:
- _id: '181'
intvolume: '        29'
issue: 6/7
keyword:
- Relevance
- Service technology
- Service innovation
- Customer experience
- Rigor
- Service outcomes
language:
- iso: eng
page: 425-429
publication: Journal of Services Marketing
publication_status: published
publisher: Emerald Group Publishing Limited
status: public
title: Conducting Service Research that Matters.
type: journal_article
user_id: '37741'
volume: 29
year: '2015'
...