Abstract
PurposeIn spite of offering clear benefits and increased availability, relatively few service research studies rely on eye-tracking. Therefore, this paper aims to assist service researchers in harnessing the vast capabilities of eye-tracking technologies and methods for their own inquiries.Design/methodology/approachIn addition to systematically reviewing extant research in the service domain and the wider marketing field with respect to the fundamentals and practices of eye-tracking, this paper presents a concise, empirical eye-tracking demonstration. These contributions suggest future outlooks for how to incorporate eye-tracking more effectively in service research.FindingsThe systematic literature review informs a comprehensive framework for integrating eye-tracking in service research that comprises research question focus regarding higher-order psychological constructs of interest, appropriate study settings, sample composition, optimal eye-tracking equipment and operationalization considerations.Research limitations/implicationsBy establishing a common ground and recommended uses of eye-tracking for service research, this study equips service scholars with the knowledge they need regarding eye-tracking fundamentals, common practices and future outlooks. A simple, empirical example further demonstrates some options for unlocking the unique capabilities of eye-tracking in service research and uncovering the complexities inherent to service experiences and other core service concepts.Originality/valueThis paper compiles and contextualizes insights from existing eye-tracking research, which it uses to draw important lessons for deploying eye-tracking in service domains.
Published Version
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