Testing Service Innovation: A Methodological Review of Video Experiments

Abstract

Experimenting with and testing new or improved service designs is often a challenging task for managers. In this paper, we promote the use of video experiments as a dynamic method for testing service innovation. We conducted a systematic review of over 40 articles from five prominent journals that span the disciplines of organizational behavior, operations management, marketing, and service management to summarize how researchers have used video experiments to develop managerial theory. We found that video experiments provide service researchers and practitioners the opportunity to effectively communicate important experiential aspects of service systems such as emotions and psychological effects. Moreover, customer responses to service design choices can be assessed based on the results of a video experiment. Consequently, we position video experiments as a particularly well-suited method for examining innovations that are related to the application of behavioral science insights or what we term as behavioral-based service innovations. To advance the future use of video experiments in service innovation research, we present a suggested guide for developing a video experiment and discuss important methodological considerations. We also review future research opportunities for studying behavioral-based service innovations through the use of video experiments.