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Consumer views of traditional services and self-service technologies (SSTs) are compared based on service classifications criteria proposed by Lovelock, Bowen and Bell. Analysis reveals that consumers perceive traditional services and SSTs differently in terms of the classification criteria of convenience, person/object and delivery.

A study identifies a neuromarketing research methodology which would monitor neural (brain) activities during the consumerEs decision-making process in response to various market stimuli. Further research into the methodology could lead to more effective marketing services, which use direct correlational associations rather than traditional inferential associations.

The study uses surveys and choice data to investigate the value consumers have for the informational role of agent in the service industry. Analysis suggests that an agent's role depends on a consumer's prior knowledge of choice options provided by the service, and the agent's perception of a long-term relationship with the consumer.