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Service Design as Formgiving: Breaking Free from the Marketing-Dominant Logic.

Service Design as Formgiving: Breaking Free from the Marketing-Dominant Logic.

Authors :
Secomandi, Fernando
Source :
Design Issues. Winter2024, Vol. 40 Issue 1, p77-91. 15p.
Publication Year :
2024

Abstract

This article presents a critique of Vargo and Lusch's service-dominant logic (SD Logic) and proposes an alternative basis for service design. The proposed approach builds upon the formgiving tradition outlined in Maldonado's definition of industrial design. More specifically, the article questions SD Logic's neglect of service materiality and emphasizes the need for a deliberate reevaluation of formgiving, taking into account the unique materiality of services exchanged in face-to-face interactions. [ABSTRACT FROM AUTHOR]

Details

Language :
English
ISSN :
07479360
Volume :
40
Issue :
1
Database :
Academic Search Index
Journal :
Design Issues
Publication Type :
Academic Journal
Accession number :
174576025
Full Text :
https://doi.org/10.1162/desi_a_00745