Table 1 Overview of perspectives on...

Table 1

Overview of perspectives on service design and examples of related methods

Perspective	Service design studies	Related concepts	Examples of methods	Focus and qualities of methods
The dyadic interaction perspective
Service is a design category that can be specified in advance, produced by the firm and delivered to the customer	Shostack (1982)	Interaction	Blueprints	Focus: Customer–firm interactions
	Bitner (1992)	IHIP characteristics	Flowcharts	Focus: Customer–firm interactions
	Berry et al. (2002)	Service concept	Experience clue management	Qualities: Visualizing the service delivery system for smooth service operation and reliable service quality; managing the customer–firm interactions for improved customer experiences; identifying interactions that are critical to customer satisfaction
	Goldstein et al. (2002)	Service encounter	Touchpoints
	Bitner et al. (2008)	Service delivery system	Critical incident technique
	Clatworthy (2011)		Customer journey maps
	Lemon and Verhoef (2016)
The systemic interaction perspective
It is not possible to design services as outputs because value is created during use and contextually contingent. Customers co-create value by combining resources from multiple sources, thus requiring a systemic approach. Institutions govern value co-creation activities	Patrício et al. (2011)	Service science	Co-design	Focus: System of actors and technologies (and the links between them) that are involved in enabling a service
	Teixeira et al. (2012)	Service-dominant logic	Multi-level service design
	Tax et al. (2013)	Design for service	Customer experience modelling	Qualities: Mapping the service system, journey and touchpoints that underpin the customer's value creation process within and beyond the firm's control; understanding future use situations for service innovation; coordinating the multi-actor and level constellation for enabling new ways of creating value
	Pinho et al. (2014)	Service ecosystems	Service delivery network
	Wetter-Edman et al. (2014)		Storybraids
	Holmlid (2018)		Actor network mapping
	Trischler et al. (2018a, b)
	Čaić et al. (2019)
	Vink et al. (2019)
The customer activity perspective
A service is seen as an input into a customer's activity. Value and experiences emerge within customer activities, requiring an understanding of how service can support customer goals	Visser et al. (2005)	Customer-dominant logic	Contextmapping	Focus: One actor (customer or user) with a focus on exploring the activities in which they engage to achieve a desired goal or end state
	Christiansen et al. (2016)	Customer experience	Jobs to be done
	Maffei and Sangiorgi (2006)	AT	Activity system maps	Qualities: Exploring the goals, experiences and potential conflicts among users of the service in a situated and wider context of action; immersing into the real-world context of service use and gathering rich contextual and situated data on user experiences
	Van der Bilj-Brouwer (2017)	Situated action	Needs and aspirations-modelling

Perspective	Service design studies	Related concepts	Examples of methods	Focus and qualities of methods
The dyadic interaction perspective
Service is a design category that can be specified in advance, produced by the firm and delivered to the customer	Shostack (1982)	Interaction	Blueprints	Focus: Customer–firm interactions
	Bitner (1992)	IHIP characteristics	Flowcharts	Focus: Customer–firm interactions
	Berry et al. (2002)	Service concept	Experience clue management	Qualities: Visualizing the service delivery system for smooth service operation and reliable service quality; managing the customer–firm interactions for improved customer experiences; identifying interactions that are critical to customer satisfaction
	Goldstein et al. (2002)	Service encounter	Touchpoints
	Bitner et al. (2008)	Service delivery system	Critical incident technique
	Clatworthy (2011)		Customer journey maps
	Lemon and Verhoef (2016)
The systemic interaction perspective
It is not possible to design services as outputs because value is created during use and contextually contingent. Customers co-create value by combining resources from multiple sources, thus requiring a systemic approach. Institutions govern value co-creation activities	Patrício et al. (2011)	Service science	Co-design	Focus: System of actors and technologies (and the links between them) that are involved in enabling a service
	Teixeira et al. (2012)	Service-dominant logic	Multi-level service design
	Tax et al. (2013)	Design for service	Customer experience modelling	Qualities: Mapping the service system, journey and touchpoints that underpin the customer's value creation process within and beyond the firm's control; understanding future use situations for service innovation; coordinating the multi-actor and level constellation for enabling new ways of creating value
	Pinho et al. (2014)	Service ecosystems	Service delivery network
	Wetter-Edman et al. (2014)		Storybraids
	Holmlid (2018)		Actor network mapping
	Trischler et al. (2018a, b)
	Čaić et al. (2019)
	Vink et al. (2019)
The customer activity perspective
A service is seen as an input into a customer's activity. Value and experiences emerge within customer activities, requiring an understanding of how service can support customer goals	Visser et al. (2005)	Customer-dominant logic	Contextmapping	Focus: One actor (customer or user) with a focus on exploring the activities in which they engage to achieve a desired goal or end state
	Christiansen et al. (2016)	Customer experience	Jobs to be done
	Maffei and Sangiorgi (2006)	AT	Activity system maps	Qualities: Exploring the goals, experiences and potential conflicts among users of the service in a situated and wider context of action; immersing into the real-world context of service use and gathering rich contextual and situated data on user experiences
	Van der Bilj-Brouwer (2017)	Situated action	Needs and aspirations-modelling

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