... 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...

... Emerald Group Publishing Limited 2009 Services Customers Boolean functions Data analysis Owing to the rapid changes throughout the service industry, complexity of the service process has significantly increased. Consequently, in‐depth analysis of the service process becomes imperative...