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Purpose -This paper attempts to provide a better understanding of behavioral processes and their impact on the transition from products to services. Design/methodology/approach -Case studies are the main tool of theory development. The paper focuses mainly on German and Swiss product manufacturers, whose products require a high level of customer investment. Findings -The objective was merely to explain behavioral dimension of transition. The paper indicated seven behavioral processes which play a critical role during the transition. Managerial service awareness and role understanding, as well as employee service awareness and role understanding seem to be the right triggers to change the behavioral processes in the desired manner.Research limitations/implications -The main focus was on the German and Swiss machinery and medical equipment manufacturing industries, and the remarks are limited to these sectors. Practical implications -The key managerial implications and recommendations can be formulated as follows: establish a "value-added" managerial service awareness; change managerial role understanding -from traditional customer support to business manager; establish a "value-added" employee service awareness; and change employee role understanding -from selling products to providing services. Originality/value -The authors were able to add a complementary perspective to existing literature on the transition process from products to services. For service management theorists, it is suggested that the transition from product manufacturers into service providers is influenced strongly by several behavioral processes. A complete theory of the transition process requires an interdisciplinary theory that integrates service management and human decision making.

Objective:  To identify principal components and patterns in the perception of aggression by psychiatric nurses and to explore relationships between the perception of aggression and personal and workplace characteristics. Method:  Seven hundred and twenty‐nine nurses working in psychiatric inpatient departments of German‐speaking Switzerland completed the perception of aggression scale (POAS). Data analysis included factor analysis, group comparisons and multivariate analysis of covariance. Results:  Two plausible factors were identified, representing different dimensions in the perception of aggression and accounting for 35% of the variance. Firstly, aggression is perceived as dysfunctional/ undesirable and, secondly, aggression is perceived as a functional/ comprehensible phenomenon. Only minor differences were found in the perception of aggression with regard to personal characteristics or work environment of the nurses. Conclusion:  Nurses perceive aggression not just as a negative phenomenon. The perception of aggression as measured by POAS is independent of many characteristics expected to be related to the perception of violence, such as grade of education, work experience, etc.