Relational interaction: Challenges and opportunities for social innovation through service co-production

Abstract

The significant role of the interaction between a service provider and a user in service production has been pointed out by a number of studies. While interpersonal service interaction has been studied mostly from the perspective of traditional services, based on the dichotomy of a service provider who plays a more active role in service production and a user who is viewed as a recipient of a service. This paper explores interpersonal service interaction from the perspective of service ‘co-production’ that has drawn attention as a potential strategy for public service innovation and social innovation. In particular, this study pays attention to relational interaction as a pillar and object of a collaborative service tackling social challenges. The nature and characteristics of interpersonal interaction in the production of a collaborative service, and the implication for service design are discussed based on literature review, and a case study of a service design project aiming at connecting people who temporarily move to Niguarda in Milan for medical treatment of their sick family member at the Niguarda Hospital and the locals who will be their ‘neighborhood friends’ is presented.