Zaki, Mohamed; McColl-Kennedy, Janet R. - In: Journal of Services Marketing 34 (2020) 1, pp. 30-47
Purpose: The purpose of this paper is to offer a step-by-step text mining analysis roadmap (TMAR) for service researchers. The paper provides guidance on how to choose between alternative tools, using illustrative examples from a range of business contexts. Design/methodology/approach: The...