As a consequence of the debate above, it follows that defining the term ‘service’ is a complicated task. Not that there is a lack of definitions, on the contrary. Sixteen experts were asked to come up with a definition of service in the research of Edvardsson et al. (2005). Although similarities could be identified in the independent responses, for example the keywords ‘performance’ and ‘processes’ were mentioned in about half of the responses, it turned out that all definitions were on an abstract level, open to interpretation at an operational level. In fact, almost all experts responded that it does not make much sense to define services in one or two lines. Some authors referred to services as ‘deeds, processes and performances’, which, in turn, is maybe the best way to describe services, albeit in a very general way (Edvardsson et al., 2005). Maglio and Spohrer follow the definition proposed by Vargo and Lusch, in which services are considered to be the application of resourcesfor the benefit of another” (cf. Maglio & Spohrer, 2007). Although these definitions might relatively well capture the meaning of services, it remains important to keep in mind that the concept of services is hugely debated, and therefore every definition is subject to interpretation within each respective specific context (Vargo & Lusch, 2004a).
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