Service design as collaborative activity: what is the role of the customer?

Document Type

Conference publication

Publication details

Trischler, J & Wilde, SJ 2012, 'Service design as collaborative activity: what is the role of the customer?', in R Lee (ed.), Proceedings of Australia New Zealand Marketing Academy Conference 2012, Adelaide, SA, 3-5 December, Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University, Perth, WA. ISBN: 9780646563305

Peer Reviewed



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.