The ethnographic research process, which explores human behavior as it relates to its situation, is outlined and illustrated through a hospitality case that explores the ways in which employees come to understand the meaning of service quality The challenges of ethnographic research are reviewed and implications for future research are provided.
Huettman, E., & Brownell, J. (1997). An ethnographic approach to understanding service quality. FIU Hospitality Review, 15, 2, 63-74.