The late Christopher Lovelock (PhD Stanford University) was one of the pioneers of services marketing. He consulted and gave seminars and workshops for managers around the world, with a particular focus on strategic planning in services and managing the customer experience. His distinguished academic career has included 11 years on the faculty of the Harvard Business School and two years as a visiting professor at IMD in Switzerland. He has also held faculty appointments at the Yale School of Management, Berkeley, Stanford, and the Sloan School at MIT, as well as visiting professorships at INSEAD in France and The University of Queensland in AustraliaDr. Lovelock authored over 60 articles,… more than 100 case studies, and 21 books. Widely acknowledged as a thought leader in services, Dr. Lovelock had been honored by the American Marketing Association's prestigious Award for Career Contributions in the Services Discipline. In 2005, his article with Everett Gummesson, "Whither Services Marketing? In Search of a New Paradigm and Fresh Perspectives," won the American Marketing Association's Best Services Article. Earlier he received a best article award from the Journal of Marketing. Recognized many times for excellence in case writing, he had twice won top honors in the BusinessWeek "European Case of the Year" Award.Jochen Wirtz (PhD London Business School) is an associate professor at the National University of Singapore (NUS), the director of the dual-degree UCLA-NUS Executive MBA Program, and an Associate Fellow at the Sa#239;d Business School, Oxford University. He has published widely on services marketing, including over 70 academic articles, 80 conference papers, 50 book chapters and 10 books, including jointly with Dr Lovelock one of the world's leading services marketing text books, Services Marketing: People, Technology, Strategy (Prentice Hall, 2007).Dr Wirtz serves on the editorial review boards of 11 academic journals, and has received 16 awards in recognition of his excellence in research and teaching. He has also been an active management consultant, working with international consulting firms, including Accenture, Arthur D. Little, and KPMG, and major service firms in the areas of strategy, business development, and customer feedback systems. Originally from Germany, Dr Wirtz spent seven years in London before moving to Asia.Patricia Chew (PhD National University of Singapore) is Head of Programme for Marketing at SIM University in Singapore. She oversees programme design and curriculum development, appoints and manages the associate faculty and also teaches Service Marketing. She is also an adjunct lecturer teaching Services Marketing at the MBA and BBA levels at the National University of Singapore.Dr Chew's research focuses on services marketing, where she has published several articles and conference papers, particularly on incentivised referrals and word of mouth. Dr Chew has consulted services marketing-related projects for companies like SK Telecoms, LG Capital, the National Library Board in Singapore and Singapore Pools.