The evolution and discovery of services science in business schools

M J Bitner, Stephen W. Brown

Research output: Contribution to journalReview articlepeer-review

101 Scopus citations


The importance and development of services sciences knowledge and education in business schools are discussed. Services research and courses exist within the human resources and operations management areas. The dominant topics in services marketing includes customer-defined service quality, customer satisfaction and loyalty, service encounters, service recovery, and customer participation in service delivery. It is common to find isolated services courses within marketing and operations departments rather than truly cross-disciplinary, integrated service curricula. Executive education in service management is also in demand, in addition to MBA and undergraduate curriculum in services management. There is an emerging need among experienced executives and managers for business services knowledge. InCISE and a new School of Computing and Informatics are leading an effort to enable interdisciplinary innovation centered around computing and information sciences.

Original languageEnglish (US)
Pages (from-to)73-78
Number of pages6
JournalCommunications of the ACM
Issue number7
StatePublished - 2006

ASJC Scopus subject areas

  • General Computer Science


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