Azzari, Courtney Nations; Baker, Stacey Menzel - In: Journal of Services Marketing 34 (2020) 1, pp. 100-110
Purpose: This paper offers key methodological insights for scholars new to qualitative transformative service research (TSR). Design/methodology/approach: The paper offers ten lessons on conducting qualitative TSR that the authors have gleaned, across more than 30 years (combined) of...