Gustafsson, Anders; Aksoy, Lerzan; Brady, Michael K.; … - In: Journal of Services Marketing 29 (2015) 6/7, pp. 425-429
on relevance and rigor as a path forward for service research. Additionally, this paper offers new insights on core … 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 …