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A small group of pioneering founders led the creation and early evolution of the service research field. Decades later, this article shares timeless service wisdom from ten of those pioneering founders.

Bowen and Fisk specified three criteria by which to identify a pioneering founder. In total, 11 founders met the criteria (Bateson, Berry, Bitner, Brown, Chase, Edvardsson, Grönroos, Gummesson, Parasuraman, Schneider and Zeithaml) and were invited to join Bowen and Fisk – founders that also met the criteria as coauthors. Ten founders then answered a set of questions regarding their careers as service scholars and the state of the field.

Insightful reflections were provided by each of the ten pioneering founders. In addition, based on their synthesis of the reflections, Bowen and Fisk developed nine wisdom themes for service researchers to consider and to possibly act upon.

The service research field is in its fifth decade. This article offers a unique way to learn directly from the pioneering founders about the still-relevant history of the field, the founders' lives and contributions as service scholars and the founders' hopes and concerns for the service research field.

Effects of voice, compensation, and responsibility attribution on justice perception and post‐complaint behavior in a consumer setting were studied in a cross‐cultural study. Hotel school students in China and Canada (N = 168) read and responded to a scenario which described how a service provider handled the complaint from a customer whose coat was stained with tea. The results showed that collectivists were more likely than individualists to blame the service provider. Also, voice offered by the service provider failed to reduce its blame, and compensation actually led to more blame attributed to the service provider. Responsibility attribution was found to be able to mediate the effect of culture on post complaint behavior. A culture by voice interaction indicated that when voice was offered by the service provider, Canadians were less likely to attribute the responsibility to themselves than were Chinese. The implications of these results on justice, culture, and responsibility attribution are discussed.

To meet the increasing needs for ubiquitous healthcare, a mobile phone‐based system for monitoring multiple vital signs is under development. In this paper, design and implementation of the system architecture are described. The hierarchy of this system comprises three layers, which respectively handle multiple vital signs sensing, data/command communication via either wireless or wired means, and healthcare management. The fundamental basis of the sensing layer is a wearable cordless sensor device for monitoring vital signs without discomfort to the user during daily activities. The data communication layer performs bi‐directional information exchange between the sensing layer and the management layer. The uppermost management layer conducts data mining and analysis for risk factors assessment and healthcare. Overall considerations of implementation method and prototype fabrication are outlined. Finally, applicability to a variety of real‐world situations, and provision of customizable solutions not only for home healthcare but also for other vital signs‐related domains (such as emergency rescue and safety guarantee) are discussed. Three of the most promising applications based upon this system are described.

This study examines subject and self-metaphors in Cantonese in order to understand the impact of self-conceptualization on self-giving in Hong Kong. The bifurcation of the individual in Hong Kong signals the importance of the subject and the relational self in Chinese culture. The word for person (rén) is written as two individuals interacting with each other, so communication between the subject and the relational self has a significant impact on self-giving as evidenced by the most prevalent type of gift – the puritanical one. The mental accounting in this instance reflects the importance given to the consideration of others prior to or simultaneously with rewarding oneself for the successful achievement of a personal goal. Both whimsical and therapeutic gifts are fairly rare and justified in a more elaborate fashion. Indulging oneself by purchasing consumer goods or services for special occasions is acceptable when they are not provided by relevant others, such as close friends or family. Purchasing clothes and shoes for Chinese New Year is not necessarily viewed as a self-gift because this occasion is an auspicious one, requiring the wearer to attire herself in new outfits in order to attract good fortune. Finally, the presence of self-gifts in Hong Kong justifies its inclusion in the gift continuum.

Based on the proposition that deprivation of control is a key instigator of attribution thoughts, this study explores cross‐national variations in consumers' formation and consequences of attributions on dissatisfying service encounters. We hypothesize that variations in the stage of economic development and the cultural dimension of long‐term versus short‐term orientation affect consumers' perceived level of control in and attributions of dissatisfying service encounters, and the relative effects of various attribution dimensions (including locus, controllable‐by‐organization, and stability) on consumers' switching intentions. Results obtained from a cross‐national survey show that compared to PRC consumers, Canadian consumers experience more deprivation of control in dissatisfying service encounters and exhibit stronger self‐serving biases in forming attributions about their dissatisfying service experiences. Moreover, the controllable‐by‐organization dimension (i.e. whether the problems of the service encounter could be controlled by the service firm) is found to have a stronger effect on the switching intentions of Canadian consumers than that of PRC consumers, while the opposite is found for the stability dimension (i.e. whether the same problem would recur in experiences with the service firm). Managerial implications for multinational service firms, particularly in terms of service recovery strategy for Chinese and Western consumers, are discussed.

This manuscript develops a reverse logistics monitoring system for controlling reverse flows of materials through marketing channels in emerging economies. Institutional theory is incorporated to show that both positive and negative impacts on environmental sustainability can be predicted. A partner control framework and scales are then developed for use by managers and researchers in furthering their understanding of the effective management of global reverse logistic networks

Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to hypothesise that the level of acculturation would moderate ethnic consumers’ preference for advertisements in English versus their native language. Extends previous research in the field of ethnic advertising by considering whether findings from studies conducted with Hispanic American consumers are applicable to Asian Americans. Shows that no significant differences were detected in bilingual Korean American preferences for advertisements in which the message was presented in English as compared with those that used Humgul (Korean language) to communicate with the audience. Concludes with suggestions for further research.

Technology is often defined as a valuable firm resource particularly relative to marketing functions in the organization (Barua, Kriebel, & Mukhopadhyay, 1995; Bharadwaj, 2000; Christensen, Johnson, & Rigby, 2002). When resources are customized to match a marketing strategy, they become firm specific, and thus central to firm performance. Marketing employees also may be defined as an essential resource, in the context of key marketing activities that need to be accomplished (Barney, 1986, 2001; Coff, 2002; Dess & Picken, 1999). Because both employees and technology play key roles, we ground this study in the resource-based view (RBV) of the firm (Barney, 1991, 2001; Peteraf, 1993; Wernerfelt, 1984).

Describes how customers potentially influence the satisfaction and dissatisfaction of other customers in many service environments. Explains why service marketers and operations marketers should be aware of the impact of such customer‐to‐customer relations. Examines the issues of customer compatibility and customer behaviour, finding that the classification of compatible and incompatible behaviours is often situation‐specific. Explores how the way customers affect each other can be positively influenced.

This chapter seeks to integrate and expand on the ideas presented by Cropanzano, Li, and James (this volume), Ambrose and Schminke (this volume), and Rupp, Bashshur, and Liao (this volume). First, it summarizes and comments on the key insights made by each set of authors. It then presents five propositions, along with some preliminary evidence supporting each: (1) employees can and do make source-based justice judgments; (2) justice treatment is directed at different targets (including individuals and groups, both internal and external to the organization); (3) global justice climate may be a useful approach to studying justice once the relationship between more specific justice climates (e.g., interunit or intraunit justice climate) is better understood; (4) it is necessary to study both general and specific justice climates to understand the unfolding of justice reactions over time; and (5) a climate for justice can be behaviorally measured and trained.