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Zaltman's Metaphor Elicitation Technique has been used commercially, but has had relatively limited use in academia. We show a step by step approach to using ZMET for services marketing.

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This page is a summary of: Exploring the ZMET methodology in services marketing, Journal of Services Marketing, December 2019, Emerald,
DOI: 10.1108/jsm-11-2018-0344.
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