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....

Widely explored in literature, yet it is unclear which food quality cues consumers find most relevant. The increasing consumers' concern for sustainability aspects in their food buying decisions warrants special attention to environmental-social aspects as food quality indicators. Consequently,...

Purpose: Past research suggests that small details during a service may have a big impact on the service experience. Drawing from this literature, this study aims to test the impact of offering dark chocolate during a service on service performance outcomes. Design/methodology/approach: Three...