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 howardesign.com. Thanks!

Filter: Papers from European Journal of Marketing | View all papers
How to Design a Service
European Journal of Marketing, 1982
Lynn Shostack
From the article: "Suggests that behavioural hypothesis, which rearranges or alters any element, by design or accident, will change the overall entity, just like changing bonds or atoms in a molecule creates a new substance, and this is known as molecular modelling and this can help the marketer to better understand any market entity. States that the first step towards rational service design is a system for visualizing this phenomenon, enabling services to be given proper position and weight in the market entity context. Proposes that people are essential evidence of a service and how they are dressed or act has a bearing on this. Identifies benefits, standards and tolerances, and discusses modifications using tables and figures for emphasis. Concludes that modelling and blueprinting offer a system for marketers which can lead to the kind of experimentation and management necessary to service innovation and development."

Examples: Amusement Park, Fast Food Chain, Automobile Transportation, Airline Travel, Dry Cleaners, Tax Return Preparation, McDonalds, Corner Shoeshine

Compare with:
Designing product/service systems: A methodological exploration
Service Blueprinting: A Practical Tool for Service Innovation
Blueprinting the Service Company: Managing the Service Processes Efficiently
SERVQUAL: Review, Critique, Research Agenda
European Journal of Marketing, 1996
Francis Buttle
From the article: "Since its launch in 1985, SERVQUAL has become a widely adopted technology for measuring and managing service quality. Recently, a number of theoretical and operational concerns have been raised concerning SERVQUAL. Reviews these concerns and proposes a research agenda."
Compare with:
SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality
Service Behaviors that Lead to Satisfied Customers
European Journal of Marketing, 2000
Kathryn Frazer Winsted
From the article: "Examines service provider behaviors that influence customer evaluation of service encounters. Develops a list of service provider behaviors relevant to customer evaluation of a service encounter. Examines performance of these behaviors in specific restaurant and medical transactions. Then examines the relationship between performance of each behavior and encounter satisfaction. Behaviors are grouped, using factor analysis from consumer surveys, into three dimensions: concern, civility, and congeniality. Each is defined using multiple behavioral measures. Measures include concepts not widely addressed in current services literature, including conversation, respect, genuineness, attitude and demeanor. These dimensions and constituent behaviors provide a framework for future research and service training and management."

Examples: Medical, Restaurant

Compare with:
The Service Encounter: Diagnosing Favorable and Unfavorable Incidents
SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality
Clueing in Customers
Want to Perfect your Company's Service? Use Behavioral Science
An Empirical Investigation of the Impact of Non Verbal Communication on Service Evaluation
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