The growth of the service sector in recent decades has been defined as “a wonder of human history” and commensurate with both the agricultural and industrial revolutions (Spohrer and Maglio 2008, p19). There is no denying that technological advances have played a vital role in this dramatic evolution. Technology has not only transformed the nature of services but also the means by which companies connect with their customers (Zeuthaml and Bitner 2000). It has enabled the development of new services, created new means of providing services, and facilitated customers and businesses to receive and administer improved, more accessible, efficient, and personalized services (Wang et. al 2013). Developments in communication technologies and especially the Internet have removed the traditional boundaries of geographic location and time and have even created a completely new and previously unimaginable virtual market; “the market space” (Bhakkad and Patil 2014). While these vast technological advancements have undoubtedly had a positive impact on the service industry, one should not be oblivious to the downsides and downsides that also exist. This paper will further delve into the positive impacts by looking at some emerging trends and will also look at some of the negative impacts and how businesses need to be aware that technology is not an automatic recipe for success. The article concludes with a quote from the American writer Irene Peter “just because everything is different doesn't mean that nothing has changed”. Looking beyond these technological advancements and the transformation of the service industry, one thing remains unchanged; customers still want their needs and expectations to be met by their service encounters in whatever form they arise (Bitner 2001)....... middle of paper ......oduction and Operations Management, 17 : 238–246. Walker, R,H., Craig-Lees, M., Hecker,R and Francis, H.2002. Technology-enabled service delivery: An investigation into reasons influencing customer adoption and rejection. International Journal of Service Industry Management, 13(1), pp.91 – 106.Willcocks, L.P. and Plant, R. 2001. "Getting from bricks to clicks", Sloan Management Review, 42(3), pp.50-9 .Wang, C.C., Chen, M.C., Hsien, T.C. 2013. An investigation of the correlation between technological mode, service evidence and service quality from the customer's perspective. Open Journal of Business Management, 1, pp. 45–53Irene Peter – quoteHostage, GM 1975. Quality control in a service company. Harvard Business Review,53(4), pp.98-106IBM. 2014. IBM reports third quarter 2013 results. [online] Available at: http://www-03.ibm.com/press/us/en/pressrelease/42215.wss [