Service research in Asia : research paradigm and productivity

Abstract

This article traces the journey of service research by analyzing the articles contributed by researchers from Asia based on research productivity and research paradigm. The research analyzes top service journals from 2009 to 2016. The findings suggest high productivity of researchers from Taiwan. Survey research is widely used followed by mathematical modeling, lab experiments, interviews, conceptual modeling, theoretical modeling, and case study. Most researched topics observed such as customer satisfaction and relationship, service quality and performance, service marketing, service delivery, and service operations. The study provides valuable insights and highlights the contributions of Asian researchers to the field. © 2019, © 2019 Taylor & Francis Group, LLC