Verhulst, Nanouk; De Keyser, Arne; Gustafsson, Anders; … - In: Journal of Service Management 30 (2019) 5, pp. 621-649
Purpose: The purpose of this paper is to discuss recent developments in neuroscientific methods and demonstrate its potential for the service field. This work is a call to action for more service researchers to adopt promising and increasingly accessible neuro-tools that allow the service field...