Purpose – This papers highlights the suitability, application, and fruitful opportunities for
ethnographic methodologies in contemporary B2B service research
Design/methodology/approach
– This paper is based on a review and conceptual analysis of
ethnographic research methodology and B2B service literatures
Findings – This
paper discusses the central features
of ethnographic research methodologies, their key differences to other
qualitative methodologies, key trends in contemporary B2B service research, and
opportunities for ethnographic research methodologies in selected priority
areas
Research
limitations/implications – This paper highlights the
opportunities, unique strengths, and specific advantages of ethnographic
research methodologies to advance B2B service research and theory development
Practical
implications – This paper encourages B2B firms to undertake ethnographic field projects
to better understand customers’ roles, experiences, and usage processes that
relate to B2B services
Originality/value – Ethnographic research approaches have been largely
overlooked or neglected in B2B service research. This paper highlights their
potential, suggests areas for application, and, encourages B2B service
researchers to adopt ethnographic approaches to delve deeper into the social
and cultural aspects of B2B services