Abstract
PurposeThis paper aims to discuss the potential of neuroscientific tools in the service research domain.Design/methodology/approachThis paper integrates a personal viewpoint and an exemplar study to highlight the merits and obstacles of integrating neuro-tools in service experiments.FindingsService 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/valueSeveral 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.
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