The history of the Frontiers in Service Conference and its impact on the service research community was examined by content analyzing each of the 20 conference programs. The results were aggregated and examined for trends regarding program participation on several characteristics, including...

Purpose – The purpose of this paper is to examine the value of improvisation training, as used in schools of acting, in preparing front‐stage service employees perform their roles when interacting with customers as cabin crew in Aer Arann, a regional Irish airline....