Viewpoint: using neuroscience tools in service research

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. Findings Service researchers can benefit from integrating neuro-tools in their toolbox; nevertheless, it does bring along a set of difficulties that need to be dealt with. Originality/value Several calls have been made to infuse service research with new methodologies such as neuroscientific tools. Yet, research effectively doing this remains scarce. This paper uses a real example study to illustrate the potential and obstacles related to adopting neuroscientific tools in service research.