*Vanissa Wanick, University of Southampton, UK
Kana Sugimoto, Waseda University, Japan
Nabil El-Hilali, ESCA École de Management Morocco
YuanYuan Yin, University of Southampton, UK
Song Qiu, Tsinghua University, China
Ashok Ranchhod, University of Southampton, UK
*contact: v.w.vieira@soton.ac.uk

Service design is an area that is rapidly being transformed with new digital technologies. Anything from checking into airports to ordering food has been transformed by digital technology. Smart phones carry boarding passes and prospective restaurant customers can order through iPads. Every movement or transaction can be logged and data created. This means that the data can be applied to both continuously improve service design or revolutionise the actual service design effectively (Stöhr et al., 2018).

A new industrial era, Industry 4.0, also called the fourth industrial revolution focuses on intelligent and smart manufacturing. However, this can be equally applied to the service area as it is about communication and adaptation based on real time information. This revolution derived from the use and the impact of the Internet of Things (IoT), immersive technologies, driverless cars, AI and intelligent systems (e.g. the influence of AI in the workplace (Huang & Rust, 2018)) transportation and robots (e.g. chatbots and conversational interfaces) on customer experiences. Smart service design focuses on information/knowledge management and processes that work through digital communication and data acquisition as a customer experiences service in real time. For instance, Teixeira et al. (2017) discuss the MINDS model which synthesizes management perspective models, focusing on creating new value propositions and orchestrating multiple service interfaces. Given that digital, intelligent and smart technologies are having a huge impact on service design (Wuenderlich et al., 2015), this track is looking for papers that can illustrate how service design is changing through examples in areas such as health, fitness, shops, restaurants and any place where customers interact with people and digital interfaces. The papers can be either conceptual or empirical and we welcome new and unusual design angles that people may have researched or considered.

For designers there is much to be learnt from the marketing and computing areas, especially when trying to understand experience design in the digital age. It could be that designers, need to begin to embrace some of the requisite computing, graphic and marketing skills in order to provide good digital experiences for the customers. Papers addressing this area will be welcome.

Indicative References

Stöhr, C., Janssen, M., Niemann, J. (2018). Smart Services. Procedia-Social and Behavioral Sciences, 238, 192-198

Teixeria, J.G., Paricio, L., Huang, K., Fisk, R.P., Nobrega, L., Constantine, L (2017). The MINDS Method: integrating management and interaction design perspectives for service design. Journal of Service Research, 20(3), 240-258.

Huang, M. H., & Rust, R. T. (2018). Artificial intelligence in service. Journal of Service Research, 21(2), 155-172.

Wuenderlich, N. V., Heinonen, K., Ostrom, A. L., Patricio, L., Sousa, R., Voss, C., & Lemmink, J. G. (2015). “Futurizing” smart service: implications for service researchers and managers. Journal of Services Marketing, 29(6/7), 442-447.