This list represents a summary of the past forty years of service design literature. The citations were compiled from the Emergence conference at Carnegie Mellon University as well as the Designing for Services project in the UK, service design syllabi at CMU and independent research. I've included the abstracts and introductions to the papers and cross-referenced examples and concepts so that it's easy to follow the development of ideas such as "service blueprinting" across multiple papers.

Select any underlined term to filter the list, showing only papers that share that particular concept, example, author, journal or decade. If you'd like to help fill in the gaps by suggesting other canonical papers, e-mail the citations to service at Thanks!

Filter: Papers that mention "Service as Drama" | View all papers
An Empirical Investigation of the Impact of Non Verbal Communication on Service Evaluation
European Journal of Marketing, 2000
Mark Gabbott
From the article: "Considers the role of non-verbal communication in consumers' evaluation of service encounters. Non-verbal communication has been extensively studies in the psychology and psychotherapy disciplines and has been shown to have a central effect on participants' perceptions of an event. As services are essentially interpersonal interactions it follows that non-verbal communication will play a major part in service evaluation. Uses an experimental methodology based on video scenarios to demonstrate the effect of this type of communication on consumers. The results indicate significant differences in respondents' reactions to the scenarios according to the non-verbal behavior of the service provider."

Example: Hotels

Compare with:
SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality
Want to Perfect your Company's Service? Use Behavioral Science
The Service Encounter: Diagnosing Favorable and Unfavorable Incidents
Service Behaviors that Lead to Satisfied Customers