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Journal of Service Research
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Cognitive Networks of Services

Dawn Iacobucci

Northwestern University, d-iacobucci{at}nwu.edu

In this article, the author examines qualities of service industries, focusing on five service sectors as exemplars: airlines, tourism, health care, social issues, and religions. The author compares these service sectors on fairly standard industry qualities, such as intangibility, complexity, and fragmentation. In addition, data are obtained using a method that blends qualitative and quantitative judgments to allow respondents to describe the industries in ways they see fit. The resulting data are modeled in the form of cognitive networks, a representation thought to mimic memory and one that is associated with a number of analytical tools. These cognitive network analyses are then interwoven together with the industry properties to provide an integrated picture of this stream of services marketing research.

Journal of Service Research, Vol. 1, No. 1, 32-46 (1998)
DOI: 10.1177/109467059800100104
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