Assesses whether consumer segments based on relational aspects, service aspects, or price aspects have different preferences concerning these three key decision‐making variables when buying a car. In addition, assesses consumer segments resulting from simultaneously incorporating...

Purpose – Decision‐making in early stages of technology‐based service (TBS) innovation projects proves to be challenging. Current failure rates in service innovation are high, while the investments in innovation projects are substantial. Research suggests that enhancing decision‐making...