Conference Program

October 2-5, 2008 • Washington, DC, USA

Friday, October 3, 2008
06:45 Buses will begin to depart Hyatt  
07:45 Continental Breakfast  
INTRODUCTORY CEREMONY
08:15

Welcoming Remarks
Susan Taylor
Senior Associate Dean & Associate Dean of Faculty

 Frank Auditorium, 1524 Van Munching Hall
08:20 International Importance of Service Science
Kazuyoshi Hidaka, Manager of Business Services Research
IBM Tokyo Research Laboratory 		Frank Auditorium, 1524 VMH
08:30 - 09:15 PLENARY SESSION 1
"Trail Blazing: Georgia's Roadmap to Faster, Friendlier, Easier Customer Service," Joe Doyle, Director, Governor’s Office of Customer Service, State of Georgia, USA		 Frank Auditorium, 1524 VMH
09:15 - 10:00 PANEL DISCUSSION 1
"Trail Blazing: Georgia's Roadmap to Faster, Friendlier, Easier Customer Service"
Joe Doyle (State of Georgia, USA), Mark Cleverley (IBM, USA), Ari-Veikko Anttiroiko (University of Tampere, Finland)		 Frank Auditorium, 1524 VMH
10:00 - 10:45 Morning Break  
CONCURRENT SESSIONS 1-3
10:45 - 11:10
Session 1		 C-1-1 "The Effects of Co-Creation on Ideation in Comparison with Traditional Market Research Techniques,"
Anders Gustafsson, Lars Witell, Per Kristensson and Martin Löfgren, Karlstad University, Sweden		 1524 VMH
C-1-2 “Can Wal*Mart Transform American Healthcare?” Ron Hammerle, Health Resources, Ltd.
Best Practitioner Nominee		 1528 VMH
C-1-3 “The Willingness to Report Service Complaints,” Gil Luria, Dana Yagil and Iddo Gal, University of Haifa, Israel 1330 VMH
C-1-4 “Retaining Customers with Shopping Convenience,” Sabine Moeller, European Business School, Germany, and Martin Fassnacht and Andreas Ettinger, WHU – Otto Beisheim School of Management, Germany 1333 VMH
C-1-5 “An Event -based Approach to Services,” Paul Lillrank, Helsinki University of Technology, Finland 1505 VMH
C-1-6 “An Investigation of the Language of Love in Service Relationships,” Sylvia J. Long-Tolbert and Bashar Gammoh, University of Toledo, USA 1511 VMH
C-1-7 “The Psychological Antecedents of Employee Referrals,” Josée Bloemer, Radboud University, The Netherlands and Hans Kasper, Maastricht University, The Netherlands 1520 VMH
C-1-8 “BPO service provider driven business transformation through customer care outsourcing: Customers first! – The transformation of a static, inwards oriented enterprise into a dynamic, customer oriented company through customer care BPO – A case study,” Marcel Jedrassczyk, Catholic University of Eichstaett-Ingolstadt, Germany and Andreas Pasing, buw Holding, Germany 1335 VMH
C-1-9 “Satisfaction as Relief or Contentment: Comparing the Two Prototypes,” Lola C. Duque, Universidad Carlos III de Madrid, Spain, and Sangeeta Singh and Tor Wallin Andreassen, Norwegian School of Management-BI, Norway 1336 VMH
C-1-10 "Value Webs – Evaluation and Pricing in Service Networks,"
Tobias Conte and Clemens van Dinther, Research Center for Information Technology, Germany, and Benjamin Blau, Steffen Lamparter and Christof Weinhardt, Universität Karlsruhe, Germany		 1518 VMH
11:15 - 11:40
Session 2		 C-2-1 “Embracing the Emotional Art of Serving Customers,” Raymond P. Fisk, Texas State University-San Marcos, USA, Stephen J. Grove, Clemson University, USA, and Aidan Daly, National University of Ireland, Galway, Ireland 1524 VMH

C-2-2 “End-to-End Revenue Management of Amorphous Service Capacity: The Case of Handle With Care,” Laura Smith, Handle With Care Ltd, United Kingdom, and Irene C L Ng, University of Exeter, United Kingdom
Best Practitioner Nominee

 1528 VMH
C-2-3 “Competencies of Boundary-Spanning Professionals: Knowledge, Skills and Abilities of the “T-shaped” Person,” Lynda Aiman-Smith and John McCreery, North Carolina State University, USA 1330 VMH
C-2-4 “What do Service Providers Aim for When Solving Customer Problems?,” Rita Di Mascio, University of New South Wales, Australia 1333 VMH
C-2-5 “The Impact of the Technology Readiness Index (TRI) on Banking Services in Emerging Economies,” Danie Petzer, University of North West, South Africa, Adele Berndt, University of Johannesburg, South Africa, and Stephen Saunders, Monash University, Australia 1505 VMH
C-2-6 “Online Social Interactions: A Natural Experiment on Observational Learning versus Word-of-Mouth,” Yubo Chen, University of Arizona, USA and Jinhong Xie, University of Florida, USA 1511 VMH
C-2-7 “An Empirical Investigation of the Influence of Service Blueprinting Formality on Perceived Service Quality,” Spiros Gounaris and Giannis Kostopoulos, Athens University of Economics & Business, Greece 1520 VMH
C-2-8 “‘Pride and Ignorance Are Akin’ - The Positive Side of Proud Service Employees,” Matthias Gouthier, European Business School, Germany 1335 VMH
C-2-9 “Structures of Communication & Collaboration among Actors in Rural Digital Services,” Jayanta Chatterjee and Runa Sarkar, Indian Institute of Technology, Kanpur, India 1336 VMH
C-2-10 “The Implications of On-line Word of Mouth and Social Networks on the Marketing of Hotels and Travel Related Services” Alan Wilson and Tzu Ching Lai, Strathclyde University, United Kingdom and Hilary Murphy and Julia Holzgreve, Ecole Hoteliere de Lausanne, Switzerland 1518 VMH
11:45 - 12:10
Session 3		 C-3-1 “Customer Relationship Risk: The Untapped Dimension in Assessing Marketing Productivity,” Tomás Bayón and Jochen Becker, Heilbronn Business School, Germany 1524 VMH
C-3-2 “Optimal Staffing at Multiple Locations for a Multi-Skill Service Provider,” Ying Tat Leung, IBM Research Division, USA, Jesse Bockstedt, University of Minnesota, USA, and Wolfgang Koenig, Frankfurt University, Germany
Best Practitioner Nominee		 1528 VMH
C-3-3 “Codesign Panels: Online, Collaborative Customer Participation in Service Design,” Peter C. Honebein and Roy F. Cammarano, Customer Performance Group LLC, USA 1330 VMH
C-3-4 “Quality of Corporate Email Reply to Inquiries and Complaints across Service Sectors – A Mystery Study,” Astrid Dickinger and Ulrike Bauernfeind, MODUL University Vienna, Austria 1333 VMH
C-3-5 “Corporate Reputations in a B-to-B Services Context--What Really Matters?,” Sharon E. Beatty, University of Alabama, USA, Gianfranco Walsh, University of Koblenz-Landau, Germany, and Betsy Bugg Holloway, Samford University, USA 1505 VMH
C-3-6 “How to Electronic Trade Services – Current Status and Open Questions,” Benjamin Blau, Carsten Block, Tobias Conte, Jochen Stößer, and Christof Weinhardt, Universität Karlsruhe, Germany 1511 VMH
C-3-7 “Customer Co-production in Service Delivery: Antecedents of Effective Customer Participation,” Marion Buettgen, Stuttgart Media University, Germany 1520 VMH
C-3-8 “Worth Waiting For: A Differing Perspective on Wait Times,” J. Joseph Cronin, Jr., Stacey G. Robinson, Mark R. Gleim, and Stephanie Lawson, Florida State University, USA 1335 VMH
C-3-9 “Innovative Quasi-Markets – A Comparative Case Study,” Mikko Pohjola, Aki Koponen, and Annina Lehtonen, Turku School of Economics, Finland 1336 VMH
C-3-10 “Incorporating the Employee’s Perspective on Delight as a Strategy,” Donald C. Barnes and Joel E. Collier, Mississippi State University, USA 1518 VMH
12:10 - 13:10 Lunch VMH Atrium
IBM Student Networking Lunch
Students attending the conference are invited to an IBM sponsored lunch to network with business practitioners and exchange ideas. Details »
RSVP to Carrie Baran at cbaran@rhsmith.umd.edu 		1518 VMH
13:10 - 13:55 PLENARY SESSION 2
“Negotiating the Liberalization of Trade in Services: Promise and Reality” J. Robert (Bob) Vastine, President, Coalition of Service Industries, USA 		VMH TBA
13:55 - 14:40 PANEL DISCUSSION 2
“Negotiating the Liberalization of Trade in Services: Promise and Reality”
Bob Vastine (Coalition of Service Industries), Lucio Lescano (CAME, Perú), Michel Kostecki (University of Neuchâtel, Switzerland) 		VMH TBA
14:40 - 15:10 Afternoon Break VMH TBA
CONCURRENT SESSIONS 4-6
15:10 - 15:35
Session 4		 C-4-1 “Modeling Loyalty States in CRM,” Roland Rust, University of Maryland, USA, Ashwin Aravindakshan, University of California, Davis, USA, and Brian Ratchford, University of Texas at Dallas, USA 1524 VMH
C-4-2 “It’s not Easy Being Green: Or is it?,” Charles L. Colby, Joe Bates and Joseph Taliauga, Rockbridge Associates, Inc., USA 1528 VMH
C-4-3 “Service Innovation under the Service-Dominant Logic: In Search of a Framework,” Andrea Ordanini, Bocconi University, Italy and A. Parasuraman, University of Miami, USA 1330 VMH
C-4-4 “The Impact of Downsizing on Customers:  Savings now for a loss later?,” Sajid Khan, Paul Williams and Earl Naumann, American University of Sharjah, United Arab Emirates 1333 VMH
C-4-5 “Dynamic Pricing of Customized Services: Selling to Learn or Learning to Sell?,” Paulo Rocha e Oliveira, Universidad de Navarra, Spain, Gabriel Bitran, Massachusetts Institute of Technology, USA, and René Caldentey, New York University, USA 1505 VMH
C-4-6 “Creation of a Services Science Curriculum for Customer-Oriented Business Innovation,” Hideaki Takagi, University of Tsukuba, Japan 1511 VMH
C-4-7 “Global Tendencies and Experience in Arrangement of Service of Processing Equipment at Metallurgical Enterprises of Russia,” Valery Bodrov and Natalia Bodrova, Ural Engineering Center, Russia 1520 VMH
C-4-8 “Shame and Guilt in Consumption: Implications for Health Care Service Providers,” Shashi Matta, Ohio State University, USA, Deborah MacInnis, University of Southern California, USA, and Vanessa Patrick, University of Georgia, USA 1335 VMH
C-4-9 “Digital Identity Management in the Service Sector: Guidance from Internet Users,” Julia B. Earp, North Carolina State University, USA 1336 VMH
C-4-10 “Relationship Marketing Strategies in Service Industry -Perspectives of Relational Dialectics Theory (RDT),” Abm Shahidul Islam, Leading University, Bangladesh 1518 VMH
15:40 - 16:05
Session 5		 C-5-1 “Innovating for Joint Productivity,” Tor W. Andreassen and Carl Brønn, BI Norwegian School of Management, Norway, and Jan H. S. Fosse and Stein E. Wille, Deloitte Consulting, Norway 1524 VMH
C-5-2 “Visualizing the Human Qualities of a Service with Service Blueprinting,” Susan L. Spraragen, IBM TJ Watson Research Center, USA 1528 VMH
C-5-3 “Towards the Measurement of Service-Driven Manufacturing,” Javier Reynoso Alberto Rodriguez and Jose Manuel Sanchez, Monterrey Institute of Technology, Mexico 1330 VMH
C-5-4 “People Behind Technology Matter: Customer Perceptions in Remote Service Encounters,” Nancy Wuenderlich, Technische Universitaet Muenchen, Germany 1333 VMH
C-5-5 “Visualization of Service-Enhanced Offerings ¨C empirical findings from the Manufacturing Industry,” Daniel Kindstrom, Christian Kowalkowski and Fredrik Nordin, Linköping University, Sweden 1505 VMH
C-5-6 “Service Science: The Operations Research of the 21st Century?,” Steve Baron, University of Liverpool, United Kingdom 1511 VMH
C-5-7 “The Power of a ‘Thank You’: The Influence of Customer Complimenting Behavior on Customer Loyalty” Katherine N. Lemon, Boston College, USA, and Sterling Bone, Katie Liljenquist and R. Bruce Money, Brigham Young University, USA 1520 VMH
C-5-8 “The Impact of Societal Rules on Service Encounter Evaluations,” Anna S. Mattila, Pennsylvania State University, USA and Sunmee Choi, Yonsei University, South Korea 1335 VMH
C-5-9 “Grace Under Pressure: Customer Reactions to Service Failures Committed by Spiritual Firms,” Michael K. Brady, Kelly Cowart and Edward Ramirez, Florida State University, USA 1336 VMH
C-5-10 “Activating Consumer Goals in Service Design,” Harold Cassab and Tuure Tuunanen, University of Auckland, New Zealand, Ken Peffers, University of Nevada, Las Vegas, USA, Charles Gengler, City University of New York, Wendy Hui, Zayed University, United Arab Emirates, and Ville Virtanen, Helsinki School of Economics, Finland 1518 VMH
16:10 - 16:35
Session 6		 C-6-1 “Paradigms in Service Research: A Framework and Analysis of the Discourse,” Bo Edvardson and Bård Tronvoll, Karlstad University, Sweden 1524 VMH
C-6-2 “Provenance Services via TACT -Trusted Authority for Counterfeit Tracking,” Ehud D. Karnin, Eugene Walach and Andrei Heilper, IBM Research, Israel 1528 VMH
C-6-3 “Multichannel Customer Differences: The Impact of Own and Competitor Online Channel Usage on the Relationship between Customer Satisfaction and Share of Wallet,” Bart Lariviere, Ghent University, Belgium, and Bruce Cooil, Vanderbilt University, USA, Lerzan Aksoy, Koç University, Turkey, and Timothy L. Keiningham, IPSOS Loyalty, USA 1330 VMH
C-6-4 “Enhancing Service System Design for Value Co-Creation,” Lia Patrício and João Falcão e Cunha, Universidade do Porto, Portugal, and Raymond P. Fisk, Texas State University – San Marcos, USA 1333 VMH
C-6-5 “Managing Customer Needs: An Eight-pane Model,” Siqing Peng, Peking University, China 1505 VMH
C-6-6 “Service System Touchpoints: An Investigation of Consultants’ Information-Seeking Practices within Knowledge-based Self-service Technologies,” Jakita O. Thomas, IBM, USA, and Kathy J. Lee, Tellme | Microsoft Design, USA 1505 VMH
C-6-7 “The Roles of Search, Experience, and Reinforcement Cues in Shaping Customer Experience,” Charoen Russametummachot, Assumption University, Thailand and Pipop Udorn, Thammasat University, Thailand 1520 VMH
C-6-8 “Services Research Model: Hybrid of Understanding and Interpretation,” Yuriko Sawatani, IBM, Japan 1335 VMH
C-6-9 “Guidelines for the Composition of Business Services into Solutions for the Customer,” Gary Fragidis, University of Serres, Greece and Konstantinos Tarabanis, University of Macedonia, Greece 1336 VMH
C-6-10 “Transformation to Service: When Organizational Structures limit your Service Success!,” Felix Puetz, Heiko Gebauer and Elgar Fleisch, University of St. Gallen, Switzerland 1518 VMH
16:45 Buses depart Van Munching Hall to the Hyatt  
18:45 RECEPTION AND AWARDS DINNER
SPONSORED BY Department of Humanities and Social Sciences, National Science Council, Taiwan		 Hyatt Regency Bethesda Crystal Ballroom