Purpose: 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 topic, and how methodology affects the impact of papers published in JSM. Design/methodology/approach:...

Purpose: The purpose of this paper is to study the impact of back-office (BO) service capability and front-office (FO) service capability, and how firm age influences the impact of these service capabilities on small and medium size enterprise (SME) performance. Design/methodology/approach:...

Purpose: The purpose of this paper is to test how national culture may help to explain cross-country differences in new service development (NSD) by comparing the impact of NSD success factors between Mexico and Sweden. Design/methodology/approach: Eight hypotheses based on prior literature on...

Purpose: This study aims to investigate service modularization in a manufacturing firm, identifies service modularization processes and examines how these processes change the service module characteristics. Design/methodology/approach: The study is based on a longitudinal case study...