Introduction: Service Excellence in Asian Tourism and Hospitality.- Part I: Designing the Service.- Service Design of Franchise and Independent Japanese Restaurants in Ho Chi Minh City, Vietnam.- Creating Excellent Guest Experiences: Servicescape and Processes.- Managing Customer Expectations: A Study of Two Four-Star Hotels in Malaysia and Singapore.- Part II: Managing Customer-Oriented Operations.- Measuring Customer Delight in Tourism and Hospitality Operations: Findings from Singapore and Malaysia.- Providing Personalized Service Excellence: Findings from Tourism and Hospitality Businesses in Asia.- Generation Z's Perspective on Tourists' Knowledge Sharing and Service Excellence in Tourism.- Part III: Leveraging Digital Technology.- Τwo to Tango: Entrepreneurs and Robots' Users in Hospitality Service Innovation.- Achieving Positive Hospitality Experiences Through Technology: Findings from Singapore and Malaysia.- E-Service Quality: Evaluation of Tourism Websites.- Part IV: Managing Resources.- Hospitality and Tourism Management: Adopting Lean Six Sigma, Achieving Service Excellence.- Shifting Paradigms in Human Resource Management while Striving for Service Excellence in the Tourism Industry.- Towards Service Excellence: The Zone of Tolerance for Hospitality and Tourism Education in Malaysia.- Conclusion: The Future of Service Excellence in Asia.