Purpose – The purpose of this paper is to develop a framework for understanding service design and how service design relates to central concepts within service marketing. Design/methodology/approach – For companies, service design is growing in importance and has become a crucial capability...

Purpose – The purpose of this study is to explore three paradoxes of service innovation and provide a way forward for fresh thinking on the topic. Design/methodology/approach – Through a conceptual model of service innovation research, the authors challenge the “pro-change” bias and...

Purpose – Service organizations and marketers have focussed too much of their energy on their core service's performance and too little emphasis on designing a customer journey that enhances the entire customer experience. There is nothing wrong with firms seeking continuous improvement in...

Purpose – The purpose of this paper is to encourage the reader to think differently about service-related issues and to strive to conduct service research that makes a transformational impact on individuals, organizations and society. The authors suggest that service researchers are in an...