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How to Design a Service

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 January 1982

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.

Keywords

Citation

Lynn Shostack, G. (1982), "How to Design a Service", European Journal of Marketing, Vol. 16 No. 1, pp. 49-63. https://doi.org/10.1108/EUM0000000004799

Publisher

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MCB UP Ltd

Copyright © 1982, MCB UP Limited