Quality in new service development: Key concepts and a frame of reference

Abstract

In this article a frame of reference for new service development is presented. The focus is on designed-in quality. The outcome of the service development process constitutes the prerequisites for the service by three concepts: the service concept, the service process and the service system and resource-structure. The new service development process is described in four phases: the idea phase, the project formation phase, the design phase and the implementation phase. The service is produced in a customer process where customer, company and subcontractors are actors. The quality of the process is controlled by the prerequisites each actor takes with him into the customer process. These prerequisites are governed by the company's service concept, service process and service system. The service company must develop and offer a service concept which is appropriate to the customer's needs and which contains attractive added-value and a ‘customer-friendly’ and generic service process. The service system must provide the necessary resources for the service process. During the often brief periods of time in which a customer process is activated there is little chance of correcting the quality problems which may arise because of incorrect or poor prerequisites. Thus it is crucial for the quality of the service to develop services which create the best prerequisites. Service development must coordinate the development of concept, process and system where each aspect requires special treatment.