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Keywords: Analogies
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Journal Articles
Viewpoint: from Star Trek to “Service Trek”: these are the voyages of the service community
Available to Purchase
Journal:
Journal of Services Marketing
Journal of Services Marketing (2025) 39 (2): 69–75.
Published: 14 January 2025
...Martin Wetzels; Ruud Wetzels; Dhruv Grewal Purpose Science fiction analogies have been shown to be an effective vehicle for disseminating scientific knowledge and building a better understanding of scientific principles. Toward this end, this study aims to use the Star Trek universe as a lens...
