A Proposed Research Framework and Model for Service Prototyping

Abstract

Companies around the world are willing to improve their new service development process through the use of service prototyping. We report in this paper about the first part of our research study on service prototyping that led to design a specific framework, model and instrument to be evaluated during several experiments. Service prototyping offers an early service experience enabling stakeholders to explore a new service idea, communicate a new service concept, and evaluate a new service design, even before the service exists. This paper presents the outcome of the literature review and the resulting designed research framework, model and instrument. The main goal is to increase and clarify the knowledge on service prototyping and to introduce the service prototyping framework and model for further validation and exploration through a series of experiments.