Service action research: review and guidelines

Mattias Elg*, Ida Gremyr, Arni Halldorsson, Andreas Wallo

*Corresponding author for this work

Research output: Contribution to journalReview ArticleScientificpeer-review

2 Citations (Scopus)

Abstract

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 community and to practical development. By exploring the current use of action research in service research, this study aims to make suggestions for enhancing the contribution to theory and practice development and to propose criteria for research quality for action research in service research.

Design/methodology/approach – This study builds on a systematic literature review of the use of action research approaches in service research.

Findings – The study makes three main contributions. First,it posits that any action research project needs to consider the four elements of problem identification, theorization, creating guiding concepts and intervention. Second, based on these elements mirrored in service action research, it outlines and analyzes three approaches to action research (i.e. theory-enhancing, concept developing and practice-enhancing). Third, it suggests a move from instrumental to a more conceptual relevance of the research and elaborates on the criteria for research quality.

Originality/value – This study contributes to the understanding of how action research may be applied for conducting high-quality collaborative research in services and proposes measures to enhance research quality in action research projects focusing services.
Original languageEnglish
Peer-reviewed scientific journalJournal of Services Marketing
Volume34
Issue number1
Pages (from-to)87-99
Number of pages13
ISSN0887-6045
DOIs
Publication statusPublished - 08.01.2020
MoE publication typeA2 Review article in a scientific journal

Keywords

  • 512 Business and Management
  • Co-creation
  • Qualitative research
  • Marketing research

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