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....

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...