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Viewpoint : using neuroscience tools in service research

Authors
  • Verhulst, Nanouk
  • Vermeir, Iris
  • Slabbinck, Hendrik
Publication Date
Jan 01, 2021
Identifiers
DOI: 10.1108/JSM-09-2019-0336
OAI: oai:archive.ugent.be:8673013
Source
Ghent University Institutional Archive
Keywords
Language
English
License
Unknown
External links

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.

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