Fostering Creativity in Service Development: Facilitating Service Innovation by the Creative Cognition Approach

This article focuses on analysis of the human aspect in service systems and investigates the role of creativity in enhancing service innovation. Applying the creative cognition approach, a conceptual framework of creative process for service development is constructed to demonstrate the general process of designing creative services, with the emphasis on consumer satisfaction and business success. Five strategies are proposed to facilitate creative service generation: abstraction and multi-perspective, conceptual expansion, conceptual combination, analogical thinking, and meta-design. Concrete examples are provided to illustrate the application of the general creative service design process and the proposed strategies. [<i>Service Science</i>, ISSN 2164-3962 (print), ISSN 2164-3970 (online), was published by Services Science Global (SSG) from 2009 to 2011 as issues under ISBN 978-1-4276-2090-3.]