A framework for innovative service design |
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| Authors: | Olivier Furrer D. Sudharshan Rodoula H. Tsiotsou Ben S. Liu |
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| Affiliation: | 1. Department of Business Administration, University of Fribourg, Fribourg, Switzerland;2. Gatton College of Business and Economics, University of Kentucky, Lexington, KY, USA;3. Department of Business Administration, University of Macedonia, Thessaloniki, Greece;4. Department of Marketing, Lender School of Business Center, Quinnipiac University, Hamden, CT, USA |
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| Abstract: | Drawing on research from design science, marketing, and service science, our paper provides an integrated framework for evaluating and directing innovative service design. The main goal of our review is to highlight the strengths of existing frameworks and to suggest how they can be enhanced in combination with design science principles. Based on our review, we propose a new framework for the design of innovative services that integrates several key paradigmatic approaches and identifies fundamental open research questions. Our approach is unique as it combines three service disciplines, namely services marketing, service science, and design science, and provides a new framework that describes step by step the procedure that needs to be taken and the conditions that need to be met for developing innovative services. We believe that providing such a framework is a valuable addition to the literature. |
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| Keywords: | Service design services innovation design science service–dominant logic customer co-creation |
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