Keywords: Service design
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Journal Articles
International Marketing Review 1–35.
Published: 07 January 2026
...Reza Marvi; Pantea Foroudi; Nasrin Mahavarpour Purpose This article critically reviews the evolution of the service design literature over the past two decades, with a particular focus on its maturation and application in a global context. The study aims to address gaps and inconsistencies...
Includes: Supplementary data

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