Service research is a multidisciplinary field that focuses on the study of services and the service industry. It encompasses research on various aspects of services, including service design, delivery, marketing, and management. The goal of service research is to understand how services can be improved, to enhance customer satisfaction and loyalty, and to drive business growth. This research area often involves collaborations between researchers in fields such as marketing, management, operations, and psychology. Service research is particularly important in today's economy, where services make up a significant portion of the global GDP.