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It is important to understand that service is a not just a delivery of product, it is a process, a deed, a performance and effort from both provider and customer. It goes beyond the first encounter with a customer; it builds relationship between the company and society represented by this customer. Service operations manager should be aware that they do not only create the economic value for the firm but also social value for the customers. Customers have expectations that their rights are respected and the company needs to stick to ethical standards and contribute to the development.