Elevating service research in Africa

Purpose This study aims to assess the current state of service research in Africa, with the goal of identifying key areas for improvement. By examining both existing and emerging studies conducted by African researchers and those focused on Africa, the study seeks to advance research efforts that will benefit Africa’s service sector and its researchers. Design/methodology/approach This research combines a literature review of articles published in leading service journals by African-affiliated researchers with a qualitative study among African researchers conducting service research. Findings The findings highlight the micro-, meso- and macro-level implications for service research in Africa. The research develops a thoughtful reflection on service research and practice in Africa, considering both the unique challenges and opportunities of conducting service research in Africa, and offering insights for growth and development in the field. Research limitations/implications The focus was only on service research from the African perspective. This research has implications for how African-affiliated researchers can enhance their contributions to global service research, as well as how scholars worldwide can conduct service research within the African context. Practical implications This study highlights how advancing service research in Africa can drive economic and social growth and identify actionable pathways for sustainable development. By focusing on the contributions of African researchers, the study provides insights that can inform policy, industry practices and educational institutions and that are tailored to the region’s unique service landscape. Social implications The research highlights the importance of contextual grounding, inclusive collaboration and knowledge translation to deepen the understanding of localized challenges and solutions. Originality/value This article stands out by showcasing the distinctive perspectives of African scholars in service research, an area often underrepresented globally. It underscores the value of indigenous research in enhancing our understanding of Africa’s service economy and positions these insights as essential to advancing both local and global service research agendas.