The value of eye tracking technology in explaining consumer behaviour appears to be underestimated. Moreover, according to the state of the art, there is a need to expand our understanding of the visual attention patterns and preferences among generation cohorts. This study explains the...

"Carefully examining the challenges of meeting fast-developing consumer demands and preferences, this enlightening Handbook captures the difficulties involved in providing optimal service experiences. It provides invaluable theoretical guidance while emphasising the evolutionary nature of...