Abstract This article deals with service development from a quality perspective. Our point of departure is to build in the right start. The presents new frame reference for based on empirical studies Sweden. It argues that main task create generic prerequisites service. means an efficient customer process, say process must be adapted logic customer's behaviour and good outcome, i.e., associated quality. We distinguish three types development: concept, system (resource structure) process.

Purpose The paper seeks to introduce a new perspective on the roles of customers and companies in creating value by outlining customer‐based approach service. customer's logic is examined in‐depth as being foundation customer‐dominant (CD) marketing business logic. Design/methodology/approach authors argue that both goods‐ service‐dominant are provider‐dominant. Contrasting provider‐dominant with CD logic, examines creation service from perspectives value‐in‐use, own context, experience...

New service development relies on the complex task of understanding and anticipating latent customer needs. To facilitate proactive learning about customer, recent findings stress involvement in process observations customers real action. This paper draws theory from market orientation conjunction with a service‐centered model, reviews literature innovation. A field experiment was conducted Sweden end‐user mobile phone services. The design departures nature that precepts value‐in‐use by...

Purpose The aim of this article is to propose a framework for new perspective on the total service experience, which dimensions influence it, and how experience linked value in use. Design/methodology/approach conceptual suggests theoretical frame reference describing use through technology‐based services. Findings According article, functional emotional consumed service. unique every individual customer consumption situation. Value cognitive evaluation experience. Research...

A new trend seems to be emerging for multinational manufacturing companies make a strategic reorientation into becoming service providers. For some companies, such as Kone and IBM, the revenues from services are 50% or more of their total sales. Despite increasing interest in exploring various aspects part business existing research has not focused on interdependencies between different strategies organizational designs. This article studies highlights design necessary implementing each...

Resource integration has become an important concept in marketing literature. However, little is known about the systemic nature of resource and ways activities integrators are coordinated adjusted to each other. Therefore, we claim that institutions coordinating link have impact on value cocreation efforts reference base for customers’ assessment. When conceptualizing integration, include regulative, normative, cognitive institutional logics. This article provides a framework structure...

While service design has been highlighted as a promising approach for driving innovation, there are often struggles in realizing lasting change practice. The issues with long-term implementation reveal reductionist view of that ignores the institutional arrangements and other interdependencies influence efforts within multi-actor systems. purpose this article is to build systemic understanding inform actors’ aimed at intentional, To achieve aim, we conceptual building blocks by applying...

This paper addresses the implications of an emerging, increasingly important way thinking about markets: systems thinking. A market is one most founational abstractions in marketing and business research; yet, it often receives too little attention. As a result, taken-for-granted assumptions markets spur from over-simplified conceptualizations neoclassical economics that depict as static mechanistic. Systems represents major change perspective involves transcending this mechanistic worldview...

The paper uses data from the Swedish Customer Satisfaction Index together with performance competing industries to study difference in logic terms of customer satisfaction and loyalty between services products. We find that for product firms can have a negative effect on company performance, while service is positive. implication must earn their but lower prices thus retain customers.

Presents the results of an empirical study critical incidents in airline. Describes and analyses service breakdowns from customers′ point view thus creates a basis for “crisis management”. The discussion is based on interviews with 320 customers 80 airline employees. Focuses negative relations between provider business passengers. Provides background as to why quality services important aspect management major research field. Discusses typical features production defines term incident....

This article develops a new model depicting how organizations can help customers test out and experience service prior to purchase consumption or use. When buy car, for instance, they are allowed test-drive it get the feel of it. wish services, be more difficult provide with “test drive.” In some situations, do drives,” but is suggested that such experiences take place in simulated setting. introduces notion hyperreality, reality experience. It also concept “experience room,” where takes...

Purpose The aim of this article is to contribute widening the scope service quality by focusing on dimensions beyond cognitive assessment. focus role customers’ emotions in experiences. Design/methodology/approach first discusses concept and implications for quality. It then focuses customer experiences, Findings paper presents six propositions related experiences when consuming services customer‐perceived Originality/value contributes

The traditional critical incident technique (CIT) and variants of the same have frequently been applied in service research for several decades. has often used to capture data on analyse both negative positive incidents. While one displays hosts incidents benchmark‐type series (SIT), another variant describes dynamism discrete a third configuration (SPAT). In this article different are discussed relation psychological theory focusing concepts time, history memory. To be able criticality from...

Given the increasing importance of service sector in western economies, not enough research has been carried out field new development. Reports studies which explore process developing services. Nine different services launched Swedish market were studied detail. Based on these studies, draws conclusions process.

This empirical paper presents the results of a detailed case‐study investigation co‐creation in radical service innovation. The rationale for is that interventions must be tracked to offer realistic account how occurs. provides strong contribution emerging body scholars developing paradigm, predominantly characterized by conceptual advances service‐dominant logic. Our focus on innovation, which disruptive sector. overall aim unravel nature microlevel processes study adopts sequential...

Purpose The purpose of this paper is to identify, portray and analyse the frequent drivers customer service experiences as described by customers in their own words – voice customer. Design/methodology/approach A critical incident technique study was conducted, based on 122 interviews, including 195 favourable unfavourable narratives, about experiences. data were analysed an inductive manner results are presented means extracts from narratives. Findings findings describe dimensions...

This paper aims to bridge recent work on Service Logic with practice and research in the Design for explore whether how human-centered collaborative design approaches could provide a source interpreting existing service systems proposing new ones thus realize organizations. A comparison is made of theoretical backgrounds frameworks from studies that conceptualize core concepts value co-creation: actors, resources, resource integration, systems, participation, context, experience. We find...

Purpose The aim of this paper is to conceptualize service innovation through a service‐dominant logic (S‐D logic) lens and system foundation. Design/methodology/approach This conceptual offers structuration theory approach emphasizing an actor perspective on innovation. Since the value unfolds in practice, will use customer denote key co‐creating context. Findings shows how resource constellation reconfigured thus explains from S‐D logic, customers' co‐creation practices. focus...