Shulver, Michael John (2001) Service design : imperatives, processes and communication. PhD thesis, University of Warwick.

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Abstract

This research was an investigation into the nature of new service design (NSD)
activity. The thesis researched literature on NSD and established limits of its
applicability. Also developed was NSD process and content theory outside such
limits.
The research was a multiple site case study. At the level of case-sites the study used
the interpretative approach called "explanation-building; " the development of
narratives that explained data using concepts from the literature review. The "crosscase"
analysis tested these theoretical concepts and allowed the emergence of new
empirical categories, and the development of new theoretical categories and
hypotheses.
Imperatives and stimuli for NSD were a mix of environmental pressure and pressure
to deploy resources. Demand-side pressure for variety and the propensity of the
resource-base to continually enhance capability mean that service organisations are
inevitably exposed to resource or market risk.
The organisational response should respect the nature and extent of risk exposure;
internal 'imbalances' between resource capability and market needs must be
redressed in the NSD response.
The applicability of "stage-gate" models of NSD is limited to those contexts where
the service is analogous to a manufactured good. In addition there are six other
contexts with corresponding process ideals.
Unless the outcome of the NSD process is holistic, implementation problems are the
result. Holistic NSDs include a strategic rationale, the proposed market offering,
process implications and structural or infrastructural resource implications.
The initial configuration of NSD communication devices is dependent on the nature
of the NSD process. If NSD is focussed on resource / process development then the
vernacular of NSD tends to be resource / process descriptions. If NSD addresses
exposure to market risk, then NSD constructs tend to be marketing devices. Thus
during the NSD process the NSD need not be holistic, by the end of the process it
should be.

Item Type:	Thesis (PhD)
Subjects:	H Social Sciences > HD Industries. Land use. Labor
Library of Congress Subject Headings (LCSH):	Service industries -- Management, Business planning
Official Date:	July 2001
Dates:	Date Event July 2001 Submitted
Institution:	University of Warwick
Theses Department:	Warwick Business School
Thesis Type:	PhD
Publication Status:	Unpublished
Supervisor(s)/Advisor:	Slack, Nigel ; Johnston, Robert, 1953-
Sponsors:	Design Council
Extent:	xvi, 445 leaves
Language:	eng

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