ABSTRACT
Services often fail because they are not grounded in customer needs and wants; therefore, it is important that service providers explicitly consider customer needs when designing and managing service processes. Service process design, the topic of this chapter, provides a structured approach to developing and managing service offerings. The chapter highlights research on service process design with particular emphasis on identifying resources, capabilities, and service design tools. A five-stage design process is recommended, which service providers may find helpful when planning the service provision. Specific tools and techniques that designers can use to better meet customer needs and facilitate the planning and/or evaluation of service processes are suggested for each stage. The chapter concludes with a discussion of new approaches to service process design and suggestions for future research.
