Conference proceeding
Service design as collaborative activity: what is the role of the customer?
Australia New Zealand Marketing Academy Conference 2012
Australia New Zealand Marketing Academy Conference 2012 (Adelaide, SA, 3-5 December)
2012
Metrics
23 Record Views
Abstract
<p>Drawing upon developments in design, marketing theory and the service literature, service design reordered its perspective towards a human-centered and collaborative approach rather than explicit R&D activities. It is suggested that this change of approach not only attributes the developments in design theory towards a human-centered standpoint but particularly from relationship marketing, and the related service literature which declared the customer as an interactive and mutual value-creator within the service system. Building on the assumption that the customer becomes an active participant during the value co-creation process, we propose service design as a co-design platform with customers rather than a firm-internal design activity.</p>
Details
- Title
- Service design as collaborative activity: what is the role of the customer?
- Creators
- Jakob Trischler - Southern Cross UniversitySimon J Wilde - Southern Cross University
- Publication Details
- Australia New Zealand Marketing Academy Conference 2012
- Conference
- Australia New Zealand Marketing Academy Conference 2012 (Adelaide, SA, 3-5 December)
- Publisher
- Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University; Perth, WA
- Identifiers
- 1696; 991012820405602368
- Academic Unit
- Faculty of Business, Law and Arts; School of Business and Tourism; Management
- Resource Type
- Conference proceeding