Viewpoint: using neuroscience tools in service research
ISSN: 0887-6045
Article publication date: 6 August 2020
Issue publication date: 5 April 2021
Abstract
Purpose
This paper aims to discuss the potential of neuroscientific tools in the service research domain.
Design/methodology/approach
This paper integrates a personal viewpoint and an exemplar study to highlight the merits and obstacles of integrating neuro-tools in service experiments.
Findings
Service researchers can benefit from integrating neuro-tools in their toolbox; nevertheless, it does bring along a set of difficulties that need to be dealt with.
Originality/value
Several calls have been made to infuse service research with new methodologies such as neuroscientific tools. Yet, research effectively doing this remains scarce. This paper uses a real example study to illustrate the potential and obstacles related to adopting neuroscientific tools in service research.
Keywords
Citation
Verhulst, N., Vermeir, I. and Slabbinck, H. (2021), "Viewpoint: using neuroscience tools in service research", Journal of Services Marketing, Vol. 35 No. 2, pp. 248-260. https://doi.org/10.1108/JSM-09-2019-0336
Publisher
:Emerald Publishing Limited
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