Service Design Literature Review.docx - Future Trends in...

Future Trends in Service Design: A Literature Review
Overview
The service design is mostly associated with providing quality services to the customers
following their requirements. Service design’s main concentration is to maximize the quality of
services with a reasonable budget and it could be used to enhance existing services, or from
scratch, to build a new service design. Service design should be based on the requirements and
needs of the consumers, it means it must be customer-oriented rather than organization-oriented
( Watts, 2017).
The current study is going to explore the literature review that will be incorporated the past and
historical approaches and aspects in service design. However, this study will also incorporate
current and future trend discussions on service design. This study will also highlight the
importance of service design for an organization.
Literature Review
Service design is the process of planning and organizing individuals, communication,
infrastructure, and substantial mechanisms for improvement in the quality of service and
between organization and consumers ( Colurcio 2016). While Moriz (2005) defines service
design as shaping and planning which can be useful, desirable, usable, operative, and competent
for service experiences. Additionally, according to Pham, (2016), Service design is the procedure
of developing supportable explanations and ideal experiences for the consumers and service
provider in a specific setting. Besides, Vergo (2009), argues that service design is a method of
taking an intangible idea and change that idea to practical reality.
In order to provide services to consumers, a service organization will be able to provide services
after investing in a wide range of services, materials, processes, and people. It's a combination of
non-physical entities, such as individual skills and people's skills. Which need to be combined to
obtain the results of the service ( Goldstein et al., 2002 Also, in the process of redesigning or
designing a new service, an organization must consider every component of the service from the
location of the facility to the napery color. Several decisions need to be taken even for a simple
service to develop a new or redesign service from the stage of the idea to the stage of the design
of the service. ( Goldstein et al., 2002).

From the perspective of the service organization, service designing is a proper combination of
non-physical and physical components. Despite how the service organization characterizes its
services and how the client sees the service, the deliverance of service should be conveyed
consistently to guarantee that the client perceives it accurately. Consumers have a preconceived
opinion of what a service is, indeed on the chance that they’ve never experienced it before
(Johanston, 2001). Before and after the delivery of the service, the service organization
established expectations, and these expectations are associated with the service package nature,
period, and adaptability of the consumer amid the service experience. To guarantee that package