Toward an integrative service design framework and future agendas

This article aims to understand different service design concepts and investigate how multiple service design concepts may be better integrated and interconnected based on mutually benefitting relationships. It proposes a typology of three service design concepts and an integrative service design framework, which guides specific pathways for cross-fertilization between marketing/management-centric and design-centric service designs and the expansion of multidisciplinary service design. The framework can serve as a frame of reference for discussing service design and as a tool to position existing and future service design studies in the wide landscape of service designs.