Th e c o n fe re n c e i n v o l v e d 74 p a r t i c i p a n t s f ro m J a p a n , Ko re a , M a l a y s i a , Th a i l a n d , G e r m a n y, S w e d e n , C ro a t i a , Columbia, China, and Taiwan. There were in total 55 paper presentations which were divided into 15 parallel sessions of these following five main themes: Service Science, Service Design, Holistic Experience, User Experience and Service Design, and Service Technology. The conference had four distinguished guests to deliver keynote speeches – Dr. Tamio Arai from Shibaura Institute of Technology in Japan; Dr. Yong Se KI M from Sungkyunkwan University in Korea, Dr. ChinTay SHIH from College of Technology Management, National Tsinghua University in Taiwan, and Dr. Akira Kondo, the senior consultant of Hitachi Intermedix Co. Ltd. in Japan.
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