Advertisement

From Service to Service Design

  • Francesca FoglieniEmail author
  • Beatrice Villari
  • Stefano Maffei
Chapter
Part of the SpringerBriefs in Applied Sciences and Technology book series (BRIEFSAPPLSCIENCES)

Abstract

This chapter explores the origins of service design through an overview of key concepts and theories, starting from the definition of service and the characteristics of the service economy. Service marketing and service management literature are analyzed to describe the difference between products and services and to trace service peculiarities, which brought on the need of a dedicated design discipline and the formulation of the so-called Service-Dominant Logic, shifting the focus from services as goods to services as a perspective on value creation. The growing necessity and importance of designing services not only led to the birth of a new stream of study and practice in the field of design, through the development of specific methods and tools that support the creation of service solutions, but also allowed service design to become a crucial element for service innovation. Designing services that meet people’s and organizations’ needs, as well as the societal ones, is nowadays considered a strategic priority to support growth and prosperity. The final part of the chapter is therefore dedicated to outlining the role of service design in the contemporary socio-economic context as a driver for service, social and user-centered innovation.

Keywords

Service Service economy Service sector Service innovation Service design Service-Dominant Logic Service value Value creation Design for service 

References

  1. Agarwal R, Selen W (2011) Multi-dimensional nature of service innovation: operationalisation of the elevated service offerings construct in collaborative service organisations. Int J Oper Prod Man 31(11):1164–1192CrossRefGoogle Scholar
  2. Agarwal R, Selen W, Roos G, Green R (eds) (2015) The handbook of service innovation. Springer, LondonGoogle Scholar
  3. Albrecht K (1988) At America’s service. Dow Jones-Irwin, HomewoodGoogle Scholar
  4. Allen J, Reichheld FF, Hamilton B, Markey M (2005) Closing the delivery gap. http://bain.com/bainweb/pdfs/cms/hotTopics/closingdeliverygap.pdf. Accessed 3 Mar 2016
  5. Bason C (2014) Design for policy. Gower Publishing, AldershotGoogle Scholar
  6. Berry LL, Lampo SK (2000) Teaching an old service new tricks: the promise of service redesign. J Serv Res 2(3):265–275CrossRefGoogle Scholar
  7. Blomkvist J, Holmlid S, Segelström F (2010) Service design research: yesterday, today and tomorrow. In: Stickdorn M, Schneider J (eds) This is service design thinking. BIS Publishers, Amsterdam, pp 308–315Google Scholar
  8. Bruce M (2011) Connecting marketing and design. In: Cooper R, Junginger S, Lockwood T (eds) The handbook of design management. Berg Publishers, Oxford, pp 331–346Google Scholar
  9. Bruce M, Bessant J (2002) Design in business. Strategic innovation through design. Prentice Hall in cooperation with Design council and Financial Times, LondonGoogle Scholar
  10. Cainelli G, Evangelista R, Savona M (2004) The impact of innovation on economic performance in services. Serv Ind J 24(1):116–130CrossRefGoogle Scholar
  11. Chandler JD, Vargo SL (2011) Contextualization and value-in-context: how context frames exchange. Mark Theory 11(1):35–49CrossRefGoogle Scholar
  12. Clark C (1940) The conditions of economic progress. Macmillan, LondonGoogle Scholar
  13. de Brentani U (1989) Success and failure in new industrial services. J Prod Innov Manage 6(4):239CrossRefGoogle Scholar
  14. den Hertog P (2000) Knowledge-intensive business services as co-producers of innovation. Int J Innov Manage 4:491–528CrossRefGoogle Scholar
  15. Djellal F, Gallouj F (2010) Services, innovation and performance: general presentation. J Innov Econ 5(1):5–15CrossRefGoogle Scholar
  16. Edvardsson B, Gustafsson A, Roos I (2005) Service portraits in service research: a critical review. Int J Serv Ind Manage 16(1):107–121CrossRefGoogle Scholar
  17. Eiglier P, Langeard E (1987) Servuction. Le Marketing des services. Wiley, ParisGoogle Scholar
  18. European Commission (2010) Europe 2020 flagship initiative innovation union. https://ec.europa.eu/research/innovation-union/pdf/innovation-union-communication_en.pdf. Accessed 18 Dec 2016
  19. Fisher AGB (1939) Production, primary, secondary and tertiary. Econ Rec 15(1):24–38CrossRefGoogle Scholar
  20. Fisher AGB (1952) A note on tertiary production. Econ J 62(248):820–834CrossRefGoogle Scholar
  21. Fisk RP, Brown SW, Bitner MJ (1993) Tracking the evolution of the services marketing literature. J Retail 69:61–103CrossRefGoogle Scholar
  22. Fourastié J (1954) Die große Hoffnung des 20. Jahrhunderts, Köln-DeutzGoogle Scholar
  23. Fuchs V (1968) The service economy. Columbia University Press for National Bureau of Economic Research, New YorkGoogle Scholar
  24. Gallouj F (2002) Innovation in the service economy: the new wealth of nations. Edward Elgar Publishing, CheltenhamCrossRefGoogle Scholar
  25. Gallouj F, Weinstein O (1997) Innovation in services. Res Policy 26:537–556CrossRefGoogle Scholar
  26. George WR (1972) Marketing in the service industries. Unpublished dissertation, University of GeorgiaGoogle Scholar
  27. George WR, Marshall CE (1984) Developing new services. American Marketing Association, ChicagoGoogle Scholar
  28. Ghemawat P (2011) World 3.0: global prosperity and how to achieve it. Harvard Business Review Press, BostonGoogle Scholar
  29. Gillinson S, Horne M, Baeck P (2010) Radical efficiency—different, better, lower cost public services. http://innovationunit.org/sites/default/files/radical-efficiency180610.pdf. Accessed 23 Jan 2016
  30. Goedkoop MJ, van Halen CJG, te Riele HRM, Rommens PJM (1999) Product service systems: ecological and economic basics. http://teclim.ufba.br/jsf/indicadores/holan%20Product%20Service%20Systems%20main%20report.pdf. Accessed 21 Jan 2016
  31. Grönroos C (1982) Strategic management and marketing in the service sector. Swedish School of Economics and Business Administration, HelsingforsGoogle Scholar
  32. Grönroos C (1993) Toward a third phase in service quality research: challenges and future directions. Adv Serv Mark Man 2(1):49–64Google Scholar
  33. Grönroos C (1994) From scientific management to service management. A management perspective for the age of service competition. Int J Serv Indust Manage 5(1):5–20Google Scholar
  34. Grönroos C (2000) Service management and marketing: a customer relationship management approach, 2nd edn. Wiley, New YorkGoogle Scholar
  35. Grönroos C (2008) Service logic revisited: who creates value? And who co-creates? Eur Bus Rev 20(4):298–314CrossRefGoogle Scholar
  36. Grönroos C, Gummesson E (1985) The Nordic School of service marketing. In: Grönroos C, Gummesson E (eds) Service marketing—Nordic School perspectives. Stockholm University, Stockholm, pp 6–11Google Scholar
  37. Grönroos C, Ravald A (2011) Service as business logic: implications for value creation and marketing. J Serv Man 22(1):5–22CrossRefGoogle Scholar
  38. Grönroos C, Voima P (2013) Critical service logic: making sense of value creation and co-creation. J Acad Marketing Sci 41(2):133–150CrossRefGoogle Scholar
  39. Hatami Z (2013) The role of design in service (-dominant) logic. In: Proceedings of the Naples Forum on Service, Ischia, June 18–21Google Scholar
  40. Heinonen K, Strandvik T, Mickelsson KJ, Edvardsson B, Sundström E, Andresson P (2010) A customer-dominant logic of service. J Serv Man 21(4):531–548CrossRefGoogle Scholar
  41. Holm SL, Johansson U (2005) Marketing and design: rivals or partners? Des Manage Rev 16(2):36–41CrossRefGoogle Scholar
  42. Holmlid S (2007) Interaction design and service design: Expanding a comparison of design disciplines. In: Proceedings of NorDES 2007, Stockholm, Sweden, 27–30 MayGoogle Scholar
  43. Holmlid S (2009) Participative, co-operative, emancipatory: from participatory design to service design. In: Proceedings of the 1st Nordic conference on service design and service innovation, Oslo, 24–26 NovemberGoogle Scholar
  44. Howells J, Tether B (2004) Innovation in services: issues at stake and trends. https://hal.archives-ouvertes.fr/halshs-01113600/document. Accessed 20 Jan 2016
  45. Johne A, Storey C (1998) New service development: a review of the literature and annotated bibliography. Eur J Mark 32(3/4):184–252CrossRefGoogle Scholar
  46. Johnson EM (1969) Are goods and services different? An exercise in marketing theory. Unpublished dissertation, Washington UniversityGoogle Scholar
  47. Judd RC (1965) The structure and classification of the service market. Dissertation, University of MichiganGoogle Scholar
  48. Kimbell L (2009) The turn to service design. In: Julier G, Moor L (eds) Design and creativity: policy, management and practice. Berg, Oxford, pp 157–173Google Scholar
  49. Kimbell L (2011) Designing for service as one way of designing services. Int J Des 5(2):41–52Google Scholar
  50. Kimbell L, Seidel V (eds) (2008) Designing for services—multidisciplinary perspectives. In: Proceedings from the exploratory project on designing for services in science and technology-based enterprises, Saïd Business School, University of Oxford, OxfordGoogle Scholar
  51. Langeard E, Reggait P, Eiglier P (1986) Developing new services. In: Venkatesan M, Schmalennee DM, Marshall C (eds) Creativity in services marketing: what’s new, what works, what’s developing?. American Marketing Association, ChicagoGoogle Scholar
  52. Lopes LF, Godinho MM (2005) Services innovation and economic performance: an analysis at the firm level. http://www3.druid.dk/wp/20050008.pdf. Accessed 18 Dec 2015
  53. Lovelock CH (1983) Classifying services to gain strategic marketing insights. J Mark 47:9–20CrossRefGoogle Scholar
  54. Lovelock C, Gummesson E (2004) Whither services marketing? In search of a new paradigm and fresh perspectives. J Serv Res 7(1):20–41CrossRefGoogle Scholar
  55. Mager B (2009) Service Design as an emerging field. In: Miettinen S, Koivisto M (eds) Designing services with innovative methods. University of Art and Design, Helsinki, pp 28–42Google Scholar
  56. Mager B, Gais M (2009) Service design: design studieren. UTB, StuttgartGoogle Scholar
  57. Manzini E (2009) Service design in the age of networks and sustainability. In: Miettinen S, Koivisto M (eds) Designing services with innovative methods. University of Art and Design, Helsinki, pp 44–59Google Scholar
  58. Manzini E (2011) Introduction. In: Meroni A, Sangiorgi D (eds) Design for services. Gower Publishing, Surrey, pp 1–6Google Scholar
  59. Meroni A, Sangiorgi D (2011) Design for services. Gower Publishing, SurreyGoogle Scholar
  60. Miettinen S, Valtonen A (eds) (2012) Service design with theory. Discussion on value, societal change and methods. Lapland University Press, RovaniemiGoogle Scholar
  61. Miles I (2010) Service innovation. In: Maglio PP (ed) Handbook of service science: research and innovations in the service economy. Springer, New York,  pp 511–533Google Scholar
  62. Moritz S (2005) Service design. Practical access to an evolving field. http://stefan-moritz.com/welcome/Service_Design_files/Practical%20Access%20to%20Service%20Design.pdf. Accessed 2 Feb 2016
  63. Mulgan G (2011) Connexity: how to live in a connected world. Random House, LondonGoogle Scholar
  64. Mulgan G (2015) The locust and the bee: predators and creators in capitalism’s future. Princeton University Press, PrincetonCrossRefGoogle Scholar
  65. Neely AD (2009) Exploring the financial consequences of the servitization of manufacturing. Oper Manage Res 2(1):103–118Google Scholar
  66. Neely AD, Benedettini O, Visnjic I (2011) The servitization of manufacturing: further evidence. In: Proceedings of the 18th international annual EurOMA conference, Cambridge, 3–6 July 2011Google Scholar
  67. Normann R (1982) Service management. Liber, MalmöGoogle Scholar
  68. OECD (2000) Promoting innovation and growth in services, Organisation for Economic Cooperation and Development. OECD Publishing, ParisGoogle Scholar
  69. OECD (2005) Promoting innovation in services. OECD Publishing, ParisGoogle Scholar
  70. OECD (2011) Making the most of public investment in a tight fiscal environment. OECD Publishing, ParisGoogle Scholar
  71. OECD and Eurostat (2005) Oslo Manual: guidelines for collecting and interpreting innovation data, 3rd edn. OECD Publishing, ParisCrossRefGoogle Scholar
  72. Ostrom A, Bitner MJ, Brown S, Burkhard K, Goul M, Smith-Daniels V, Demirkan H, Rabinovich E (2010) Moving forward and making a difference: research priorities for the science of service. J Serv Res 13(4):4–35CrossRefGoogle Scholar
  73. Pacenti E, Sangiorgi D (2010) Service design research pioneers: an overview of service design research developed in Italy since the ’90s. Des Res J 1(1):26–33Google Scholar
  74. Parasuraman A, Zeithaml VA, Berry LL (1985) A conceptual model of service quality and its implications for future research. J Mark 49:41–50CrossRefGoogle Scholar
  75. Pine JB, Gilmore JH (1999) The experience economy: work as theater and every business a stage. Harvard University Press, CambridgeGoogle Scholar
  76. Polaine A, Løvlie L, Reason B (2013) Service design: from insight to implementation. Rosenfeld Media, New YorkGoogle Scholar
  77. Prahalad CK, Ramaswamy V (2004) Co-creation experiences: the next practice in value creation. J Interact Mark 18(3):5–14CrossRefGoogle Scholar
  78. Rathmell JM (1974) Marketing in the service sector. Winthrop Publishers, CambridgeGoogle Scholar
  79. Salter A, Tether BS (2015) Innovation in services: an overview. In: Haynes K, Grugulis I (eds) Managing services: challenges and innovation. Oxford University Press, OxfordGoogle Scholar
  80. Sangiorgi D (2009) Building up a framework for service design research. In: Proceedings of the 8th European academy of design conference, The Robert Gordon University, Aberdeen, 1–3 AprilGoogle Scholar
  81. Sangiorgi D (2012) Value co-creation in design for service. In: Miettinen S, Valtonen A (eds) Service design with theory. Lapland University Press, Vantaa, pp 97–106Google Scholar
  82. Sangiorgi D, Prendiville A (eds) (2017) Designing services: key issues and new directions. Bloomsbury Academic, LondonGoogle Scholar
  83. Sangiorgi D, Prendiville A, Jung J, Yu E (2015) Design for service innovation & development, final report. Available via Imagination Lancaster. http://imagination.lancs.ac.uk/sites/default/files/outcome_downloads/desid_report_2015_web.pdf. Accessed 5 Apr 2016
  84. Schettkat R, Yocarini L (2003) The shift to services: a review of the literature. IZA Discussion Paper No. 964. Available via SSRN. http://ssrn.com/abstract=487282. Accessed 13 Oct 2015
  85. Schneider B (2000) Portrait 9. In: Fisk RP, Grove SJ, John J (eds) Services marketing selfportraits: introspections, reflections, and glimpses from the experts. American Marketing Association, ChicagoGoogle Scholar
  86. Segelström F (2010) Visualisations in service design. Linköping University, LinköpingGoogle Scholar
  87. Shostack GL (1977) Breaking free from product marketing. J Mark 41(1):73–80Google Scholar
  88. Shostack LG (1982) How to design a service. Eur J Mark 16(1):49–63CrossRefGoogle Scholar
  89. Shostack GL (1984) Designing services that deliver. Harvard Bus Rev 62(1):133–139Google Scholar
  90. Stickdorn M (2010) 5 principles of service design thinking. In: Stickdorn M, Schneider J (eds) This is service design thinking. BIS Publishers, Amsterdam, pp 24–45Google Scholar
  91. Stickdorn M (2011) Definitions: service design as an interdisciplinary approach. In: Stickdorn M, Schneider J (eds) This is service design thinking. BIS Publishers, Amsterdam, p 373Google Scholar
  92. Stickdorn M, Schneider J (2010) This is service design thinking. BIS Publishers, AmsterdamGoogle Scholar
  93. Stigliani I, Fayard AL (2010) Designing new customer experiences: a study of socio-material practices in service design. Imperial College Business School, LondonGoogle Scholar
  94. Swartz TA, Bowen DE, Brown SW (1992) Fifteen years after breaking free: services then, now, and beyond. Adv Serv Mark Man 1:1–21Google Scholar
  95. Tether BS (2003) The sources and aims of innovation in services: variety between and within sectors. Econ Innov New Technol 12(6):481–505CrossRefGoogle Scholar
  96. Tether BS (2013) Services, innovation, and managing service innovation. In: Dodgson M, Gann D, Phillips N (eds) The Oxford handbook of innovation management. Oxford University Press, OxfordGoogle Scholar
  97. Thackara J (2005) In the bubble: designing in a complex world. MIT Press, CambridgeGoogle Scholar
  98. Trott P (2012) Innovation management and new product development, 5th edn. Pearson Education, EssexGoogle Scholar
  99. Van Ark B, Broersma L, den Hertog P (2003) Services innovation, performance and policy: a review. Synthesis report in the framework of the project on Structural Information Provision on Innovation in Services (SIID). University of Groningen and DIALOGIC, Groningen, NLGoogle Scholar
  100. Vandermerwe S, Rada J (1988) Servitization of business: adding value by adding services. Eur Manage J 6:314–324CrossRefGoogle Scholar
  101. Vargo SL, Lusch RF (2004) Evolving to a new dominant logic for marketing. J Mark 68(1):1–17CrossRefGoogle Scholar
  102. Vargo SL, Lusch RF (2008) Service-dominant logic: continuing the evolution. J Acad Mark Sci 36(1):1–10CrossRefGoogle Scholar
  103. Vargo SL, Lusch RF (2014) Service-dominant logic: premises, perspectives, possibilities. Cambridge University Press, CambridgeGoogle Scholar
  104. Vargo SL, Lusch RF (2016) Institutions and axioms: an extension and update of service-dominant logic. J Acad Mark Sci 44(1):5–23CrossRefGoogle Scholar
  105. Wetter-Edman K (2011) Service design: a conceptualization of an emerging practice. University of Gothenburg, GothenburgGoogle Scholar
  106. Wetter-Edman K (2014) Design for service. A framework for articulating designers’ contribution as interpreter of users’ experience. University of Gothenburg, GothenburgGoogle Scholar
  107. Wetter-Edman K, Sangiorgi D, Edvardsson B, Holmlid S, Grönroos C, Mattelmäki T (2014) Design for value co-creation: exploring synergies between design for service and service logic. Serv Sci 6(2):106–121CrossRefGoogle Scholar
  108. Wilson A (1972) The marketing of professional services. McGraw-Hill, LondonGoogle Scholar
  109. Zeithaml V, Parasuraman A, Berry L (1985) Problems and strategies in services marketing. J Mark 49:33–46CrossRefGoogle Scholar

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Francesca Foglieni
    • 1
    Email author
  • Beatrice Villari
    • 1
  • Stefano Maffei
    • 1
  1. 1.Department of DesignPolitecnico di MilanoMilanItaly

Personalised recommendations