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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.

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.

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.

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.

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.

The research highlights the importance of contextual grounding, inclusive collaboration and knowledge translation to deepen the understanding of localized challenges and solutions.

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.

This study examines the role of genuine small talk in business-to-business (B2B) communication through the lens of service language. By exploring and distinguishing genuine and mundane small talk, the research elucidates the impact of sincere, empathetic interactions on value co-creation and relational dynamics within the B2B contexts.

Employing an abductive qualitative research strategy, we conducted semi-structured interviews with 25 B2B professionals from Australian and Indonesian multinational corporations. Data analysis involved descriptive coding and thematic analysis, supplemented by network view strategies to visualize interrelations within the dataset.

The study finds that genuine small talk, characterized by sincere and contextually relevant exchanges, enhances relational enrichment, customer satisfaction and long-term loyalty in B2B interactions. Participants highlighted the importance of empathetic communication and personalized conversations in building trust and rapport. Conversely, mundane small talk, marked by superficiality, was found to erode trust and diminish the quality of client relationships. These insights underscore the critical importance of integrating genuine small talk into communication strategies to foster enduring business relationships and enhance overall service effectiveness.

This study contributes to the service literature by exploring the notion of genuine and mundane small talk in B2B communication, grounding them in service language perspective. It provides novel insights into the verbal and non-verbal elements of genuine small talk, offering practical implications for enhancing B2B negotiation strategies.