This Article Full Text (PDF) References Alert me when this article is cited Alert me if a correction is posted Citation Map Services Email this article to a friend Similar articles in this journal Alert me to new issues of the journal Add to Saved Citations Download to citation manager Request Permissions Request Reprints Add to My Marked Citations Citing Articles Citing Articles via HighWire Citing Articles via Google Scholar Citing Articles via Scopus Google Scholar Articles by Gremler, D. D. Search for Related Content Social Bookmarking                         What's this?

The Critical Incident Technique in Service Research

Bowling Green State University, gremler{at}cba.bgsu.edu

The Critical Incident Technique (CIT) has been used in a variety of service contexts in recent years to explore service research issues and has been instrumental in advancing our understanding of these issues. Despite the popularity of this methodology, no published research synthesis systematically examines this research. The primary purpose of this study is to review the use of the CIT method in service research to (a) help current and future researchers employing the CIT method to examine their methodological decisions closely and (b) suggest guidelines for the proper application and reporting of the procedures involved when using this method. The study provides an overview of the CIT method, reports the results of a research synthesis conducted of 141 CIT studies appearing in service marketing and management publications, discusses implications for service research, and suggests guidelines for researchers employing this method.

Key Words: Critical Incident Technique • service research • synthesis • method

Journal of Service Research, Vol. 7, No. 1, 65-89 (2004)
DOI: 10.1177/1094670504266138


CiteULike    Complore    Connotea    Del.icio.us    Digg    Reddit    Technorati    Twitter    What's this?

This article has been cited by other articles:

				C. M. Voorhees, J. Baker, B. L. Bourdeau, E. D. Brocato, and J. J. Cronin Jr It Depends: Moderating the Relationships Among Perceived Waiting Time, Anger, and Regret Journal of Service Research, November 1, 2009; 12(2): 138 - 155. [Abstract] [PDF]

				G. Luria, I. Gal, and D. Yagil Employees' Willingness to Report Service Complaints Journal of Service Research, November 1, 2009; 12(2): 156 - 174. [Abstract] [PDF]

				M. Kim, N. Lado, and A. Torres Evolutionary Changes in Service Attribute Importance in a Crisis Scenario The Uruguayan Financial Crisis Journal of Service Research, May 1, 2009; 11(4): 429 - 440. [Abstract] [PDF]

				J. Hogreve and D. D. Gremler Twenty Years of Service Guarantee Research: A Synthesis Journal of Service Research, May 1, 2009; 11(4): 322 - 343. [Abstract] [PDF]

				G. Walsh and K. P. Gwinner Purchasing vacation packages through shop-at-home television programs: An analysis of consumers' consumption motives Journal of Vacation Marketing, April 1, 2009; 15(2): 111 - 128. [Abstract] [PDF]

				B. B. Holloway and S. E. Beatty Satisfiers and Dissatisfiers in the Online Environment: A Critical Incident Assessment Journal of Service Research, May 1, 2008; 10(4): 347 - 364. [Abstract] [PDF]

				A. Rego, M. Pina E Cunha, and M. Oliveira Eupsychia Revisited: the Role of Spiritual Leaders Journal of Humanistic Psychology, April 1, 2008; 48(2): 165 - 195. [Abstract] [PDF]

				M. Colgate, V. T.-U. Tong, C. K.-C. Lee, and J. U. Farley Back From the Brink: Why Customers Stay Journal of Service Research, February 1, 2007; 9(3): 211 - 228. [Abstract] [PDF]

				J. F. Petrick, C. Tonner, and C. Quinn The Utilization of Critical Incident Technique to Examine Cruise Passengers' Repurchase Intentions Journal of Travel Research, February 1, 2006; 44(3): 273 - 280. [Abstract] [PDF]