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This chapter describes the evolution of the service field over two eras that encompass its emergence, growth and eventual broadening into a multidisciplinary field. The first era, described with the metaphor of biological evolution, encompasses the development of the service marketing field across three stages: Crawling Out, Scurrying About, and Walking Erect. The second era witnessed the rapid expansion of the service field beyond service marketing. This era, described with the metaphor of social evolution, progresses through three additional stages: Making Tools, Creating Language, and Building Community. We expand on Building Community as the future of the service field with discussion of the state of Service Science , Management, and Engineering (SSME), the idea of adding service arts , the need to serve customers, and memes for building the service community. We envision a service field that is customer-centered, multidisciplinary and collaborative.
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