... and places the articles in context. Findings If customers patronize a firm expecting more, then overdelivering on the service promise results in a significant benefit. However, for those customers whose mental expectation threshold is exceeded, keeping promises is as effective as exceeding promises...

... and places the articles in context. Findings – Service innovation is an emerging field, one that has only existed for two decades. This study is one of the very few appraisals of design-assisted service innovation interventions. It uses process observations and follow-up field interviews taken from...