Customer service is a complex phenomenon where people engage in an extended interaction to co-create value. This course focuses on social and cultural aspects of services. In this business and management course, you will learn how to analyze customer interactions, using video data taken in actual services. Through discussions of a variety of services such as sushi bars, restaurants, hotels and apparel, you will explore the nuanced and paradoxical nature of customer relations and discuss how to design services from cultural perspective. This MOOC is sponsored by the Society for Serviceology.