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Graham Clark, Robert Johnston & Michael Shulver

In: New Service Development: Creating Memorable Experiences

Chapter 4: Exploiting the Service Concept for Service Design and Development

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Exploiting the Service Concept for Service Design and Development
Exploiting the service concept for service design and development
GrahamClark, RobertJohnston, MichaelShulver

The term service concept is used frequently in service industries and service management literature, but it rarely is developed. We argue that this construct can be used as a central tool in the design and development of services and that its potential is underused. This chapter defines the service concept and uses it to explore the nature of service within and outside a service organisation. Much of the literature on the service concept emphasises either a marketing or an operations viewpoint, but this is not helpful for service managers because it reinforces functional divisions and leads to a fragmented view of service management. We contend that ...

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