| Service encounter change | Changes in the service encounter. e.g.: new interfaces (Secomandi and Snelders, 2011); new service delivery channels – e.g. mobile channel. (Kleijnen et al., 2007) | New service clues and servicescape (Bitner, 1992) | New service interfaces (Secomandi and Snelders, 2011) | New brand-related stimuli (Brakus et al., 2009) | New service evidence (Shostack, 1982) | New user interfaces (Glushko, 2010) | New configurations of people, products and information (Sangiorgi, 2009) |
| Service delivery process change | New service delivery processes and operations that structure and support value co-creation (Sampson, 2012) | Designing new forms of value co-creation (Patrício et al., 2011) | Designing new customer journeys (Steen et al., 2011) | Designing new employees roles (Parish et al., 2008) | Reducing variability in service operations (Frei, 2006) | Using technology to increase service performance (Schmenner, 2004) | Designing new service interactions (Zimmerman et al., 2011) |
| Technological change | New technology created, or used, to improve service delivery process, the customer experience or the service design process. e.g.: personalization of technology (Lee, 2013), use of new CAD systems to improve Service Design process. (Hara et al., 2009) | Studies of the impact of technologies on service (Gallouj and Savona, 2009) | – | Assessment of value creation in mobile service delivery (Kleijnen et al., 2007) | Using technology to improve service delivery processes efficiency (Roth and Menor, 2003) | Designing web-based services to support new forms of value co-creation with users (Davis et al., 2011) | Using technology to support new forms of user interactions (Zimmerman et al., 2011) |
| Value proposition change | New service concepts and strategies that support new value propositions (Frow et al., 2014), e.g., new electricity service concept (Cipolla et al., 2015) | Design of new service offerings (Patrício et al., 2011) | Design of new service models based on social innovation initiatives (Jégou and Manzini, 2008) | Conceptualizing new forms of value co-creation with customer (Mahr et al., 2013) | Design of new service delivery systems (Roth and Menor, 2003) | Using technology to support new service models (Chesbrough and Spohrer, 2006) | Design of new interactional strategies between users and robots (Lee et al., 2010) |
| Service network change | Changes in the service network (Akaka et al., 2012), which involve new forms to promote multi-actors’ service that extend the dyad organization-customer (Vargo and Lusch, 2008) | Conceptualizing new value networks (Akaka et al., 2012) | Design of service platforms that strengthen novel social and economic networks (Baek et al., 2015) | Innovation of complex healthy food experiences involving many stakeholders (Mahr et al., 2013) | Design of new supply chains (Sampson, 2012) | Creating networked peer-to-peer collaboration through internet mediated tools (IfM and IBM, 2007) | Networked individuals accomplishing work online through open-source software-development projects (von Ahn and Dabbish, 2008) |
| Institutional change | New ways of thinking and doing (Manzini, 2009) and changes in the shared institutional logics that permeate service exchanges (Vargo and Lusch, 2011) | Questioning existing systems of norms and reconfiguring novel ones based on new practices and beliefs (Koskela-Huotari et al., 2016) | Envisioning new service ecosystems that support more sustainable lifestyles (Manzini, 2009) | – | – | – | – |