Creating New Services

• Tipo: Capítulo ou Parte de Livro
• Data: 2013

Autores

Lia Patrício (Autor) FEUP; Raymond P. Fisk (Autor) Outra

Livro

Título: Serving Customers: Global Services Marketing Perspectives

Páginas: 185-207

Classificação Científica

FOS: Ciências sociais > Economia e gestão

CORDIS: Ciências Sociais > Economia > Marketing

Outras Informações

Abstract (EN): This chapter explores creating new services through service design. Service innovation requires developing new ways of value co-creation between customers and service organizations to improve human well-being. Service design is essential to service innovation because it brings a service organization¿s strategy and innovative service ideas to life. This chapter introduces service innovation, examines the challenges of creating new services, and synthesizes different contributions from the interdisciplinary service design field. It then presents the multilevel service design method and describes the service design process through its iterative stages of understanding the customer experience, designing the service offering and prototyping the service experience.

Idioma: Inglês

Tipo (Avaliação Docente): Científica