Creating New Services

• Type: Chapter or Part of a Book
• Date: 2013

Authors

Lia Patrício (Author) FEUP; Raymond P. Fisk (Author) Other

Book

Title: Serving Customers: Global Services Marketing Perspectives

Pages: 185-207

Scientific classification

FOS: Social sciences > Economics and Business

CORDIS: Social sciences > Economics > Marketing

Other information

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.

Language: English

Type (Professor's evaluation): Scientific