Anders Gustafsson, is a professor of business administration in the Service Research Center (www.ctf.kau.se) at Karlstad University, Sweden. Anders Gustafsson also holds a part-time position as a professor at BI Norwegian School of Business, Norway. He is doing research on issues like; customer satisfaction and loyalty, new service development, service innovation, service infusion in manufacturing, and management of customer relationships. Dr. Gustafsson has published more than 150 academic articles, book chapters and industry reports. He has published articles in journals such as Journal of Marketing, Journal of Economic Psychology, Journal of Business Research and Journal of Service Research. Dr. Gustafsson is an author of nine books. He is also active as the area editor for both Journal of Business Research and Journal of Service Research.