| Centeredness |
| Customer centered | A customer-centered approach seeks to analyze people in the context of consumption, understanding service through customers’ perspective, in order to satisfy customer needs and wants, therefore, improving customer experience. (Stuart, 2006) | Customer as a co-creator of value (Edvardsson and Tronvoll, 2013) | Solving customer problems and satisfying customer needs with new value propositions (Osterwalder and Pigneur, 2010) | Strong customer orientation to service design (Deshpande et al., 1993) | Systematically managing the flow of human resources along the service delivery system (Zomerdijk and de Vries, 2007) | Supporting interactions with customers with web-based service (Davis et al., 2011) | Focus on designing and describing potential interactions modes and paths of customers (Maffei et al., 2005) |
| Employee centered | An employee-centered approach highlights employees’ participation during service, by designing their roles within the service delivery system, training and giving them the conditions (e.g. physical space; scripts) so they can better perform their work. (Bitner, 1992; Berry et al., 2002; Sampson, 2012) | Involve users and front-line workers in the design process (Burns et al., 2006) | – | An integrated view of the organizational service delivery system, including the roles of employees and customers (Bitner et al., 2008) | Systematically processing customers along the service delivery system (Zomerdijk and de Vries, 2007) | Technology in itself does not create world class service organizations. Recruiting, training and retaining educated employees are also prerequisites for success. (Davis et al., 2011) | – |
| User centered | An user-centered approach seeks to see and analyze people in the context of usage, in order to understand users’ experiences in their own terms. (Kimbell, 2011; Zimmerman et al., 2011) | – | Focus on understanding and engaging users in co-design activities (Meroni and Sangiorgi, 2011) | – | – | User-centered design emphasizes issues about the usability of the service (Glushko, 2008) | Visualization of user research (Segelström, 2009) |
| Human centered | A human-centered design approach consists of the capacity and methods to investigate understand and engage with people’s experiences, interactions and practices as well as their values and dreams. (Meroni and Sangiorgi, 2011) | – | Focus on understanding human beings as active agents of their contexts. (Manzini, 2002) | – | – | – | Focus on humans as resources to “infrastructuring” design endeavors. (Bjögvinsson et al., 2012) |