Service design: a critical examination and future research directions in servitization literature

Purpose This paper aims to deepen the understanding of the service design concept by critically analyzing the existing servitization literature. The paper's main purpose is to structure service design and offer a clear understanding of how it should be applied. Design/methodology/approach A systematic literature review was conducted within servitization literature to understand the evolution of the service design concept. The authors use service design pillars (i.e. user-centered, co-creative, sequencing, evidencing and holistic) as a theoretical framework to explain how service design should be effectively incorporated into the servitization journey. Findings The findings expose a discordant interpretation of the pillars underpinning service design, revealing a paradoxical comprehension that jeopardizes its practical advancement within the servitization literature. The authors propose that service design should first be seen holistically, then target user-centered practices for sequencing service development steps, and finally, co-creating with partners to make the service evident to users. Furthermore, the authors contextualize service design within contemporary and traditional service-related issues such as servitization innovation, customer experience, service-dominant logic, service ecosystems and digital transformation. Originality/value This research pinpoints the service design concept's shortcomings in the servitization literature. The study promotes a critical reflection on the service design concept and its current application, providing avenues for future research.