TY  - JOUR
AB  - 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.
VL  - 16
IS  - 1
SN  - 0309-0566
DO  - 10.1108/EUM0000000004799
UR  - https://doi.org/10.1108/EUM0000000004799
AU  - Lynn Shostack G.
PY  - 1982
Y1  - 1982/01/01
TI  - How to Design a Service
T2  - European Journal of Marketing
PB  - MCB UP Ltd
SP  - 49
EP  - 63
Y2  - 2024/04/25
ER  -