Abstract

This article aims to understand different service design concepts and investigate how multiple service design concepts may be better integrated and interconnected based on mutually benefitting relationships. It proposes a typology of three service design concepts and an integrative service design framework, which guides specific pathways for cross-fertilization between marketing/management-centric and design-centric service designs and the expansion of multidisciplinary service design. The framework can serve as a frame of reference for discussing service design and as a tool to position existing and future service design studies in the wide landscape of service designs.

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