The sorrows of methods researchers

Purpose This paper aims to focus on service research methods and highlights the need to treat method parts similar to the theoretical parts in papers. Design/methodology/approach The authors discuss current methodological topics and reflect on their own way of crafting method parts. Findings The authors provide recommendations on how to treat and enhance service-marketing research methods. Originality/value This paper aims to start discussions about methods in service-related papers, either from an editorial, reviewer or author’s perspective.