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...

Purpose – The paper seeks to investigate how and why service strategies differ among manufacturing companies at different positions in a supply chain. Design/methodology/approach – The research was based on a multiple case study of three original equipment manufacturers (OEMs) – a heavy...

Purpose – The purpose of this paper is to understand the differences between proactive and reactive market research techniques during the development of new market offerings. The study focused on the financial and innovative performance of traditional market research techniques, such as focus...

Purpose – Customer co‐creation is becoming increasingly popular among companies, and intensive communication with customers is generally seen as a determinant of the success of a new service or product. The purpose of this study is to analyze customer co‐creation based on four dimensions...

Purpose – The purpose of this paper is to contribute to the literature on customer orientation by developing and empirically testing a model that attempts to explain the elements that constitute customer orientation and that, in turn, influence customer satisfaction. In particular, this study...

Purpose – Service organizations and marketers have focussed too much of their energy on their core service's performance and too little emphasis on designing a customer journey that enhances the entire customer experience. There is nothing wrong with firms seeking continuous improvement in...

Purpose – The purpose of this paper is to explore enhancing theory development in service research and provide an overview of the five essays on theorizing initiated by the International Network for Service Research workshop, held at Karlstad, Sweden in September 2014....

Purpose – The purpose of this paper is to discuss how service, as an interdisciplinary area of research, can increase its potential for transdisciplinary contributions from the perspective of what signifies intra-, multi-, inter-, and transdisciplinary research. Design/methodology/approach –...