Online from: 1967
Subject Area: Marketing
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|Title:||How to Design a Service|
|Author(s):||G. Lynn Shostack|
|Citation:||G. Lynn Shostack, (1982) "How to Design a Service", European Journal of Marketing, Vol. 16 Iss: 1, pp.49 - 63|
|Keywords:||Marketing planning, Modelling, Services marketing, Task description|
|Article type:||Research paper / Technical paper|
|DOI:||10.1108/EUM0000000004799 (Permanent URL)|
|Publisher:||MCB UP Ltd|
|Abstract:||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.|
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