The application of tools and techniques in a unified service design theory

This research focuses on the execution-oriented back end of new service development. It reviews extensively existing theories of service design and the tools and techniques used at the design stage. Based on a review of the work from several well-known service-research academicians, this research unifies the state-of-the-art thinking on service design by proposing three tracks of activities. To make the design process more effective and efficient, we also classify the tools and techniques identified in the literature according to the three tracks.