Guest editorial: a new dawn for qualitative service research
ISSN: 0887-6045
Article publication date: 19 February 2020
Issue publication date: 20 March 2020
Abstract
Purpose
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 research and what interest, rigor, relevance and richness mean for qualitative service research.
Design/methodology/approach
This study examines the most common qualitative research methods and discusses interest, rigor, relevance and richness as key characteristics of qualitative research. The manuscripts in the special issue are introduced and categorized based on their contributions to service research.
Findings
The findings suggest that the amount of research using qualitative research methods has remained stable over the last 30 years. An increased focus on transparency and traceability is important for improving the perceived rigor of qualitative service research.
Originality/value
This special issue is the first issue that is explicitly devoted to the qualitative research methodology in service research. In particular, the issue seeks to contribute to a better use and application of qualitative research methodology.
Keywords
Acknowledgements
The authors want to acknowledge their fellow researchers who contributed to this special issue. They first thank all researchers who submitted their fine manuscripts for consideration. Not all of the original submissions could be published here but they are looking forward to seeing the papers published elsewhere soon. They also extend the warmest thanks to the panel of skilled reviewers who willingly provided their time and expertise to reviewing manuscripts. Finally, they are grateful to the Co-Editors of Journal of Services Marketing, Rebekah Russell-Bennett and Mark Rosenbaum, for their support and encouragement for this special issue, “Advancing Qualitative Research Methodology in Service Research.”
Citation
Witell, L., Holmlund, M. and Gustafsson, A. (2020), "Guest editorial: a new dawn for qualitative service research", Journal of Services Marketing, Vol. 34 No. 1, pp. 1-7. https://doi.org/10.1108/JSM-11-2019-0443
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited