The gradual shift from industrial to service economies which has been characteristic of all the western democracies for at least the last century has not been reflected in research on the services in a manner commensurate with the pace and importance of that shift. Although there are semantic and practical difficulties in defining exactly what is meant by services, one can discern a rough continuum running through most definitions and categorisations, with creating, altering, or combining material objects on one end of the continuum, and dealing with an individual's problems and needs through the use of a helping relationship on the other. Using this model, it is clear that the overwhelming majority of research studies into work attitudes, patterns, influences, productivity and so forth, have been towards the materials‐altering, or industrial, end of the continuum.