Elg, Mattias; Gremyr, Ida; Halldórsson, Árni; Wallo, … - In: Journal of Services Marketing 34 (2020) 1, pp. 87-99
Purpose: 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 studying the transformative role of service research and wanting to make contributions to both the research...