Conducting service research that matters

Anders Gustafsson (Service Research Center, Karlstad University, Karlstad, Sweden), Lerzan Aksoy (Marketing Department, Fordham University, New York, New York, USA), Michael K. Brady (Department of Marketing, Florida State University, Tallahassee, Florida, USA), Janet R. McColl-Kennedy (UQ Business School, University of Queensland, Brisbane, Australia), Nancy J. Sirianni (Marketing Department, Northeastern University, Boston, Massachusetts, USA), Lars Witell (Department of Business Administration, Linköping University, Linköping, Sweden and CTF-Service Research Center, Karlstad University, Karlstad, Sweden), Nancy V. Wuenderlich (Department of Service Management, University of Paderborn, Paderborn, Germany)