... to three broad groups of methodological issues: research design, instrumentation and data collection, and data analysis and measurement. Findings Despite the acknowledged contributions that these selected studies have made to the services‐marketing field, it is evident from this review that researchers...

..., those services are linked with an OR gate. This procedure is repeated until there are no element can be separated. The complete tree is named as service tree. © Emerald Group Publishing Limited 2009 Services Customers Boolean functions Data analysis Owing to the rapid...