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Viewpoint: using neuroscience tools in service research

Nanouk Verhulst (Department of Business, Vrije Universiteit Brussel, Brussel, Belgium and Department of Marketing, Innovation and Organization, Ghent University, Ghent, Belgium)
Iris Vermeir (Department of Marketing, Innovation and Organization, Ghent University, Ghent, Belgium)
Hendrik Slabbinck (Department of Marketing, Innovation and Organization, Ghent University, Ghent, Belgium)

Journal of Services Marketing

ISSN: 0887-6045

Article publication date: 6 August 2020

Issue publication date: 5 April 2021

435

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

Copyright © 2020, Emerald Publishing Limited

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