Abstract
PurposeService design is a multidisciplinary approach that plays a key role in fostering service innovation. However, the lack of a comprehensive understanding of its multiple perspectives hampers this potential to be realized. Through an activity theory lens, the purpose of this paper is to examine core areas that inform service design, identifying shared concerns and complementary contributions.Design/methodology/approachThe study involved a literature review in two stages, followed by a qualitative study based on selected focus groups. The first literature review identified core areas that contribute to service design. Based on this identification, the second literature review examined 135 references suggested by 13 world-leading researchers in this field. These references were qualitatively analyzed using the NVivo software. Results were validated and complemented by six multidisciplinary focus groups with service research centers in five countries.FindingsSix core areas were identified and characterized as contributing to service design: service research, design, marketing, operations management, information systems and interaction design. Data analysis shows the various goals, objects, approaches and outcomes that multidisciplinary perspectives bring to service design, supporting them to enable service innovation.Practical implicationsThis paper supports service design teams to better communicate and collaborate by providing an in-depth understanding of the multiple contributions they can integrate to create the conditions for new service.Originality/valueThis paper identifies and examines the core areas that inform service design, their shared concerns, complementarities and how they contribute to foster new forms of value co-creation, building a common ground to advance this approach and leverage its impact on service innovation.
Highlights
Service design has grown as a human-centered, collaborative, holistic approach focused on improving existing services or creating new ones (Blomkvist et al, 2011; Mahr et al, 2013; Ostrom et al, 2015; Teixeira et al, 2017; Yu and Sangiorgi, 2018)
This section presents the identification, systematization and characterization of the core multidisciplinary perspectives and their contributions to service design. It starts with the six core areas contributing to service design that were identified in the first stage of research, followed by an in-depth examination of these contributions that resulted from the expert-based literature review and the focus groups
4.1 Phase 1: identification of core multidisciplinary perspectives on service design The first stage of literature review enabled the identification of six core areas contributing to service design: service research, design, marketing, operations management, information systems and interaction design
Summary
Service design has grown as a human-centered, collaborative, holistic approach focused on improving existing services or creating new ones (Blomkvist et al, 2011; Mahr et al, 2013; Ostrom et al, 2015; Teixeira et al, 2017; Yu and Sangiorgi, 2018). Service design can bring new service ideas to life by understanding customer experiences (Mahr et al, 2013), envisioning new value propositions (Ostrom et al, 2015), supporting the introduction of technology into service (Teixeira et al, 2017) and contributing to the entire new service development (NSD) process (Yu and Sangiorgi, 2018). The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode
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