Abstract
In the context of globalization of contemporary service economies there is an increasing need for interoperability, standardization and submission of service processes to common norms and regulations. This stimulates the research effort in elaboration of generic, unified approaches in service processes design. Service Science emerged in the past decade as an interdisciplinary specialization of systems theory, but there is still lack of consensus on its theoretical foundations. Starting from the comparative analysis of some relevant generic service models reported in the literature, the paper raises some specific questions regarding the research effort in this area and, based on a Service Science worldview of a service system and on the generic phases of a business process, deduces a generic model of a service process lifecycle, including part of the ISPAR states. Finally, a simple example from the educational service sector is discussed.

Abstract

Abstract
This paper presents experience obtained in modelling and simulation of stakeholder-driven interactions for improved transport service design. The presented results describe value-aware, service model driven design artefacts supporting smart transport service development. The Socio-Technical System Engineering process is used in order to generate modelling and simulation artefacts, based on an executable representation of requirements. As a case study, the paper presents an improved design approach for a city transport information service to support travellers with valuable information regarding planning a trip in a city. This attempt to integrate agent-based modelling and simulation experience into the development of smart transport services emphasises the role of the development platform that provides tools for model analysis, validation, simulation, and real-time animation. The development platform's role in transposing the above mentioned aspects in practice is emphasized and integration guidelines of the STSE process steps with the IBM Rational Rhapsody (R) development platform are described.

Abstract
Service innovation represents a challenge that has to be supported by specific actions of the higher education professionals. At European level, it was promoted by platforms developed under the Europe INNOVA and other initiatives, and it is now an important priority of the Europe 2020 strategy. Therefore, the academic environment should get aligned to this trend and prepare students for the complex character of the future service systems. This paper presents best practices and platforms to support an action programme for getting aligned to the European trends in service innovation, undertaken within the ESF / POSDRU project INSEED (Strategic Programme for promoting Innovation in Services by Open and Continuous Education). The programme has five main objectives, described here through their specific actions and their applied practices, like comprehending the strategies, programmes and organisms related to the European Commission, or analyzing the knowledge gaps. An important result of this programme is the Service Engineering Master (SEM) from the Automation and Computer Science Faculty, University Politehnica of Bucharest, which is related to other educational programmes on service science from Europe. As support for creating a global educational environment, the paper also presents the INSER@SPACE collaborative platform developed by INSEED, with its three components: (i) a learning management system dedicated to educational courses concerning services; (ii) a semantic wild on service science for creating an international community based on a clearly defined knowledge environment; (iii) educational resources provided as a service, with configurations dedicated to learning new technologies for service innovation.

Abstract
Promotional tools such as cross-market discounts have been increasingly used as a means to increase customer satisfaction and sales. This paper aims to assess whether the implementation of a cross-market discount campaign by a retailing company encouraged customers to increase their purchases level. It contributes to the literature by using neural networks to detect novelties in a real context involving cross-market discounts. Besides the computation of point predictions, the methodology proposed involves the estimation of neural networks prediction intervals. Sales predictions are compared with the observed values in order to detect significant changes in customers' spending. The use of neural networks is validated through the comparison with the forecasting estimates of support vector regression, regression trees, and linear regression. The results reveal that the promotional campaign under analysis did not significantly impact the sales of the rewarded customers.

Abstract
In celebration of the 10th anniversary of the International Conference on Exploring Service Science (IESS), this paper takes a historical look at the papers that have been published in the IESS proceedings. The analysis is focused on the development and evolution of the IESS community and of the main research topics covered by the published papers over time. The IESS community is portrayed in terms of authors, their affiliations and co-authoring network, while the topics are analyzed according to the papers' keywords. Moreover, this paper analyzes the impact of the papers published in this decade, in terms of citations. These results are then discussed in light of the observed trends and of the evolution of the service science field, to guide the future development of the IESS conference and of research on service science.