| 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 |
| 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 |