Service experience lies in the eye of the beholder: contextualizing extant literature toward integrating eye-tracking in service research

Abstract

Purpose

In spite of offering clear benefits and increased availability, relatively few service research studies rely on eye-tracking. Therefore, this paper aims to assist service researchers in harnessing the vast capabilities of eye-tracking technologies and methods for their own inquiries.

Design/methodology/approach

In addition to systematically reviewing extant research in the service domain and the wider marketing field with respect to the fundamentals and practices of eye-tracking, this paper presents a concise, empirical eye-tracking demonstration. These contributions suggest future outlooks for how to incorporate eye-tracking more effectively in service research.

Findings

The systematic literature review informs a comprehensive framework for integrating eye-tracking in service research that comprises research question focus regarding higher-order psychological constructs of interest, appropriate study settings, sample composition, optimal eye-tracking equipment and operationalization considerations.

Research limitations/implications

By establishing a common ground and recommended uses of eye-tracking for service research, this study equips service scholars with the knowledge they need regarding eye-tracking fundamentals, common practices and future outlooks. A simple, empirical example further demonstrates some options for unlocking the unique capabilities of eye-tracking in service research and uncovering the complexities inherent to service experiences and other core service concepts.

Originality/value

This paper compiles and contextualizes insights from existing eye-tracking research, which it uses to draw important lessons for deploying eye-tracking in service domains.

Citation

Wetzels, R., Wetzels, M., Lemmink, J.G.A.M., Grewal, D. and Kuppelwieser, V. (2024), "Service experience lies in the eye of the beholder: contextualizing extant literature toward integrating eye-tracking in service research", Journal of Services Marketing, Vol. 38 No. 9, pp. 1117-1131. https://doi.org/10.1108/JSM-06-2024-0299