Abstract
The increasingly interconnected world is leading to continuous and profound transformations within and among service systems (e.g., firms, industries, societies). While service research studying such transformations is growing, the literature is missing a conceptualization of service system transformation (SST) that accounts for the richness and diversity of the phenomenon. This hinders the development of approaches to intentionally influence SST toward desired paths. Providing an integrated, multidimensional understanding of SST, this paper explores how service design can intentionally influence SST. To do so, the paper contributes by advancing conceptual clarity of SST and delineating three analytical dimensions—scope, endurance, and paradigmatic radicalness—that, in combination, provide a framework for understanding the diversity of the transformations unfolding within and across service systems. Building upon this conceptualization, the paper systematizes how service design approaches can foster SST along these dimensions, setting the ground for service design to further strengthen its transformative potential.
Highlights
Service firms operate in increasingly interconnected contexts, which generate significant complexity and transformational pressures for these organizations (Ostrom et al, 2021)
While service research studying such transformations is growing, the literature is missing a conceptualization of service system transformation (SST) that accounts for the richness and diversity of the phenomenon
This is well illustrated within the hospitality and tourism sector in which both the service organizations and the industry as a whole are going through constant transformations due to pervasive trends such as the rise of the sharing economy, digi talization, and increasing environmental consciousness among con sumers
Summary
Service firms operate in increasingly interconnected contexts, which generate significant complexity and transformational pressures for these organizations (Ostrom et al, 2021). The COVID-19 pandemic has led to further transformations by significantly limiting the operations of hospitality and tourism or ganizations with lockdowns, physical distancing requirements, and increased hygiene standards (WTTC, 2020a). This creates a pressing need to better understand such transformation processes and how ser vice organizations and other actors can more intentionally influence them (Field et al, 2021).
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