A history of research in service operations: What's the big idea?

The purpose of this paper is to trace the history of research in service operations. After discussing the role of services in national economies and the importance of research in service operations, we discuss major trends in service operations research. For simplicity of exposition, this discussion is organized in terms of big ideas that have proved to be influential in setting the research agenda in service operations. In the final section, we identify high‐potential research areas where research needs are particularly urgent in the near future.