Cognitive Networks of Services
以航空、旅游、医疗、社会问题和宗教五个服务业为例，通过结合定性与定量判断的方法收集数据，构建认知网络模型，分析服务业的无形性、复杂性和碎片化等特征，为服务营销研究提供整合视角。
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.