“…Services marketing scholars tend to examine how firms operationalize the marketing concept, focusing primarily on customer satisfaction (for example, Bettencourt et al, 2005;Malthouse et al, 2004;Mittal et al, 2005;Reinartz et al, 2004). Operations researchers, in contrast, often function from a manufacturing paradigm, leaning toward answering questions through normative, analytical models (Roth and Menor, 2003); solving particular problems such as crosstraining (Agnihothri and Mishra, 2004;Chakravarthy and Agnihothri, 2005); providing techniques, such as data envelopment analysis (Gelade and Gilbert, 2003); or focusing on areas such as queuing (Mushko et al, 2006;Zeephongsekul and Bedford, 2006).…”