Service research

Service research is the study of how intangible services—such as banking, healthcare, or education—are created, delivered, and experienced. It focuses on understanding customer needs, improving service quality, and designing better service systems to enhance satisfaction and efficiency. Unlike product research, which deals with physical goods, service research examines aspects like customer interactions, employee performance, and organizational processes to ensure that services meet expectations and add value for both providers and recipients. It combines insights from marketing, management, and psychology to optimize service delivery in various industries.