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An Integrative Design Framework for New Service Development

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Book cover Service Research and Innovation (ASSRI 2013)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 177))

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Abstract

Service innovation is focused on customer value creation. At its core, customer-centric service innovation in an increasingly digital world is technology-enabled, human-centered, and process-oriented. This requires a cross-disciplinary, holistic approach to new service design and development (NSD). This paper proposes a new service strategy-aligned integrative design framework for NSD. It correlates the underlying theories and principles of disparate but interrelated aspects of service design thinking: service strategy, concept, design, experience and architecture into a coherent framework for NSD, consistent with the service brand value. Application of the framework to NSD is envisioned to be iterative and holistic, accentuated on continuous organizational and customer learning. The preliminary framework’s efficacy is illustrated using a simplified telecom case example.

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Authors and Affiliations

  1. Faculty of Engineering and IT, University of Technology, Sydney, Australia

    Eng K. Chew

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  1. Eng K. Chew
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Correspondence to Eng K. Chew .

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Editors and Affiliations

  1. University of Sydney, Sydney, New South Wales, Australia

    Joseph G. Davis

  2. University of Washington, Tacoma, Washington, USA

    Haluk Demirkan

  3. IBM Almaden Research Center, San Jose, California, USA

    Hamid R. Motahari-Nezhad

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Chew, E.K. (2014). An Integrative Design Framework for New Service Development. In: Davis, J., Demirkan, H., Motahari-Nezhad, H. (eds) Service Research and Innovation. ASSRI 2013. Lecture Notes in Business Information Processing, vol 177. Springer, Cham. https://doi.org/10.1007/978-3-319-07950-9_4

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  • DOI: https://doi.org/10.1007/978-3-319-07950-9_4

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-07949-3

  • Online ISBN: 978-3-319-07950-9

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