The evolution and impact of qualitative research in Journal of Services Marketing

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 Based on citation data from Scopus, bibliometric methods are used to describe the methodological evolution of literature over the period 1987-2017. Indicator correlations and logistic regression are used to test the methodological predispositions of research topics. Negative binomial regression is used to test the impact of paper methodology on paper citations on 1,036 papers. Findings Qualitative research methods have remained relatively rarely used in JSM (7.5 per cent qualitative papers, 13.4 per cent mixed methods), with no major changes over the past 15 years. The variety of research methods has slightly increased in the latest years. There are considerable differences in the methodological predispositions of research topics. The methodology does not directly affect the impact of papers. However, use of mixed methods may positively affect paper impact. Papers focusing on conceptual development tend to be cited more. Research limitations/implications The review indicates that quantitative methods dominate research in JSM. However, future research challenges in service marketing research call for a reconsideration of the role of qualitative research for JSM. Findings point out that several research topics could benefit from further qualitative research. Originality/value Provides an overview of the latest development in research methodologies used in JSM, and direct statistical evidence on how paper methodology and other characteristics influence paper impact. Identifies areas for further qualitative research.