Service Design for Coproduced Service Excellence

Abstract

The aim of this study is to recognise factors affecting excellent service provision when a service is arising simultaneously during co-production and afterwards to discuss the implications for service design. The study tries to provide a comprehensive explanation of the specificity of achieving service excellence during co-production. The factors influencing co-produced service quality are determined drawing on an in-depth field investigation. The study suggests that existing service design tools are not sufficient for preparing the service company to deliver excellent co-produced services. Service design should consider the preparation of the service environment for the effective determination of service requirements during each individual service process. Moreover, particular attention must be paid to knowledge assets preparation and effective two-way communication as crucial factors of excellent co-produced services.