The necessity of service improvements and innovation has been an issue as service industry prevails. This is why service design began to be dealt with in the research area. Various processes and methodologies have been developed; however, the definiti...
The necessity of service improvements and innovation has been an issue as service industry prevails. This is why service design began to be dealt with in the research area. Various processes and methodologies have been developed; however, the definitions and concepts are yet to be consolidated and study cases are still limited. The purpose of this research is firstly to clarify the processes and methodologies based on previous studies in order to highlight the relational mechanism between the two, and secondly to analyze international and domestic service design cases on the basis of Explanation Building stemming from Multiple-case Study, asserted by Yin(2005). By those means, selected cases are analyzed in terms of backgrounds & objectives, applied processes & methodologies, and outcomes & assesment.