How to Design a Service

G. Lynn Shostack

doi:10.1108/EUM0000000004799

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European Journal of Marketing

ISSN: 0309-0566

Online from: 1967

Subject Area: Marketing

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How to Design a Service

Document Information:
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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