Purpose In spite of offering clear benefits and increased availability, relatively few service research studies rely on eye-tracking. Therefore, this paper aims to assist service researchers in harnessing the vast capabilities of eye-tracking technologies and methods for their own inquiries....

Purpose – The concept of online customer service experience (OCSE) has recently received great interest from academia and businesses alike. Despite the belief that providing superb online experiences will influence customers' online buying behavior, most of the research focuses solely on the...

Purpose – The purpose of this paper is to explore how financial services (FS) organizations manage the customer experience. It aims to establish what practices are used, to articulate the role of the FS context in influencing the choice of practices, and to identify how these practices support...