The use of implicit measures in service research: Why, how, when and what is the way forward?

Purpose - To date, to the best of the authors' knowledge, the use of implicit measures in the service research domain is limited. This paper aims to introduce implicit measures and explain why, or for what purpose, they are worthwhile to consider; how these measures can be used; and when and where implicit measures merit the service researcher's consideration. Design/methodology/approach - To gain an understanding of how implicit measures could benefit service research, three promising implicit measures are discussed, namely, the implicit association test, the affect misattribution procedure and the propositional evaluation paradigm. More specifically, this paper delves into how implicit measures can support service research, focusing on three focal service topics, namely, technology, affective processes including customer experience and service employees. Findings - This paper demonstrates how implicit measures can investigate paramount service-related subjects. Additionally, it provides essential methodological "need-to-knows" for assessing others' work with implicit measures and/or for starting your own use of them. Originality/value - This paper introduces when and why to consider integrating implicit measures in service research, along with a roadmap on how to get started.