This article demonstrates the viability of applying the theory of inventive problem solving (TRIZ) to services by proposing a new approach to new service design. Traditionally, the effectiveness of new service design is unpredictable as service design relies largely on inspiration and the past experiences of service designers. By integrating TRIZ problem-solving tools and its knowledge base, the authors propose a new TRIZ-based approach to address this weakness in service design. Through two case studies, the proposed model is verified. This demonstrates the relevance of TRIZ to service design. It is hoped that this article will raise awareness among service researchers so that more studies in this direction are conducted.
Alam, I. (2002), “An Exploratory Investigation of User Involvement in New Service Development,”Journal of the Academy of Marketing Science, 30 (3), 250-261.
2.
Altshuller, G. S. (1984), Creativity as an Exact Science:The Theory of the Solution Inventive Problems. New York: Gordon and Breach Science Publishing.
3.
Altshuller, G. S. (1997), 40 Principles: TRIZ Keys to Technical Innovation, translated and edited by L. Shulyak and S. Rodman. Worcester, MA: Technical Innovation Center.
4.
Baum, S. (1989), Putting Quality Circles to Work: A Practical Strategy for Boosting Productivity and Profits. New York: McGraw-Hill.
5.
Berkley, B. J. (1996), “Designing Services with Function Analysis,”Hospitality Research Journal, 20 (1), 73-100.
6.
Berry, L. L. and S. K. Lampo (2000), “Teaching an Old Service New Tricks,”Journal of Service Research, 2 (3), 265-275.
7.
Bowers, M. R. (1989), “Developing New Services: Improving the Process Makes It Better,”Journal of Service Marketing, 3 (1), 15-20.
8.
Clark, G. L., R. Johnston, and M. Shulver (2000), “Exploring the Service Concept for Service Design and Development,” in New Service Design, J. Fitzsimmons and M. Fitzsimmons, eds. Thousand Oaks, CA: Sage, 71-91.
9.
Congram, C. and M. Epelman (1995), “How to Describe Your Service: An Invitation to the Structured Analysis and Design Technique,”International Journal of Service Industry Management, 6 (2), 6-23.
10.
Crawford, C. M. (1994), New Products Management. Burr Ridge, IL: Irwin Professional.
11.
Domb, E. (1997), “The Ideal Final Result: Tutorial,”The TRIZ Journal, February.
12.
Domb, E. (2003), “TRIZ for Non-Technical Problem Solving,”The TRIZ Journal, April.
13.
Duffy, J. A. (2000), “Service Recovery,” in New Service Development: Creating Memorable Experiences, J.Fitzsimmons and M. Fitzsimmons, eds. Thousand Oaks, CA: Sage.
14.
Easingwood, C. J. (1986), “New Product Development for Service Companies,”Journal of Product Innovation Management, 3 (4), 264-275.
15.
Edgett, S. J. (1996), “The New Product Development Process for Commercial Financial Services,”Industrial Marketing Management, 25(6), 505-515.
16.
Edvardsson, B., A. Gustafsson, M. D. Johnson, and B. Sandén (2000), New Service Development and Innovation in the New Economy. Lund, Sweden: Student litteratur AB.
17.
Edvardsson, B., A. Gustafsson, M. D. Johnson, and B. Sandén and J. Olsson (1996), “Key Concepts for New Service Development,”The Service Industries Journal, 16 (2), 140-164.
18.
Edvardsson, B., A. Gustafsson, M. D. Johnson, and B. Sandén, B. Thomasson,and J. Øvretveit (1994), Quality of Service: Making It Really Work. London: McGraw-Hill.
19.
Ermer, D. S. and M. K. Kniper (1998), “Delighting the Customer: Quality Function Deployment for Quality Service Design,”Total Quality Management, 9 (4/5), S86-S91.
20.
Felberg, J. D. and D. A. DeMarco (1992), “New Idea Enhancement at Amoco Chemical: An Early Report from a New System,”Journal of Product Innovation Management, 9, 278-286.
21.
Fitzsimmons, J. A. and M. J. Fitzsimmons (2001), Service Management: Operations, Strategy, and Information Technology, 3rd ed.New York: McGraw-Hill.
22.
Franceschini, F. and M. Terzago (1998), “An Application of Quality Function Deployment to Industrial Training Courses,”International Journal of Quality and Reliability Management, 15 (7), 753-768.
23.
George, W. R. and B. E. Gibson (1991), “A Tool for Managing Quality in Service,” in Service Quality: Multidisciplinary and Multinational Perspectives, S.Brown, E.Gummesson, B.Edvardsson, and B. Gustavsson, eds. Lexington, MA: Lexington Books.
24.
Goldschmidt, G. (1997), “Capturing Indeterminism: Representation in the Design Problem Space,”Design Studies, 18, 441-445.
25.
Gummesson, E. (1994), “Service Management: An Evaluation and the Future,”International Journal of Service Industry Management, 5(1), 77-96.
26.
Iqbal, Z., R. Verma, and R. Baran (2003), “Understanding Consumer Choices and Preferences in Transaction-Based E-Services,”Journal of Service Research, 6 (1), 51-65.
27.
Johnson, S. P., L. J. Menor, A. V. Roth, and R. B. Chase (2000), “A Critical Evaluation of the New Service Development Process: Integrating Service Innovation and Service Design,” in New Service Development: Creating Memorable Experiences, J. A. Fitzsimmons and M. J. Fitzsimmons. Thousand Oaks, CA: Sage.
28.
Johnston, R. (1999), “Service Operations Management: Return to Roots,”International Journal of Operations & Production Management, 19 (2), 104-124.
29.
Kelly, D. and C. Storey (2000), “New Service Development: Initiation Strategies,”International Journal of Service Industry Management, 11 (1), 45-62.
30.
Kingman-Brundage, J. (1988), “The ABCs of Service Blueprinting,” in Designing a Winning Service Strategy, M. J. Bitner, ed. Chicago: American Marketing Association.
31.
Low, M. K., L. Trond, W. Kathryn, and M. Odd (2001), “Manufacturing a Green Service: Engaging the TRIZ Model of Innovation,”IEEE Transactions on Electronic Packaging Manufacturing, 24 (1), 10-17.
32.
Mann, D. (2002), “Analysis Paralysis: When Root Cause Analysis Isn’t the Way,”The TRIZ Journal, May.
33.
Mann, D. and S. Dewulf (2002), “Evolving the World’s Systematic Creativity Methods,”The TRIZ Journal, April.
34.
Mann, D. and S. Dewulf and E. Domb (1999), “40 Inventive (Business) Principles with Examples,”The TRIZ Journal, September.
35.
McGuire, E. P. (1973), Evaluating New Product Proposals. New York: The Conference Board.
36.
Menor, L., M. V. Tatikonda, and S. E. Sampson (2002), “New Service Development: Area for Exploitation and Exploration,”Journal of Operations Management, 20, 135-157.
37.
Metters, R., K. King-Metters, and M. Pullman (2003), Successful Service Operations Management. Mason, OH: South-Western.
38.
Norling, P., B. Edvardsson, and E. Gummesson (1992), “Tjänsteutveckling och tjänstekonstruction,”Research Report92:5, Service Research Center, University of Karlstad, Sweden.
39.
Rantanen, K. and E. Domb (2002), Simplified TRIZ: New Problem-Solving Applications for Engineers and Manufacturing Professionals. Boca Raton, FL: St. Lucie Press.
40.
Retseptor, G. (2003), “40 Inventive Principles in Quality Management,”The TRIZ Journal, March.
41.
Robinson, A. G. and D. L. Moak (1997), Corporate Creativity. San Francisco: Berrett Koehler.
42.
Rovira, N. L. and I. H. Aguayo (1998), “A New Model of the Conceptual Design Process Using QFD/FA/TRIZ,”The TRIZ Journal, July.
43.
Royzen, Z. (1999), “Tool, Object, Product (TOP) Function Analysis,”The TRIZ Journal, July.
44.
Savransky, S. D. (2000), Engineering of Creativity: Introduction to TRIZ Methodology of Inventive Problem Solving. Boca Raton, FL: CRC Press.
45.
Selen, W. J. and J. Schepers (2001), “Design of Quality Service Systems in the Public Sector: Use of Quality Function Deployment in Police Services,”Total Quality Management, 12 (5), 677-687.
46.
Sheuing, E. and E. Johnson (1989), “A Proposed Model for New Service Development,”Journal of Services Marketing, 3 (2), 25-34.
47.
Shostack, L. (1984), “Designing Services That Deliver,”Harvard Business Review, January-February, 133-139.
48.
Stamm, G. (1992), “Flowing Customer Demanded Quality from Service Planning to Service Design,” in Transactions of the Fourth Symposium on Quality Function Deployment, June 15-16, Novi, MI, pp. 394-411.
49.
Terninko, J., A. Zusman, and B. Zlotin (1998), Systematic Innovation: An Introduction to TRIZ. Boca Raton, FL: St. Lucie Press.
50.
Terninko, J., A. Zusman, and B. Zlotin (2001), “40 Inventive Principles with Social Examples,”The TRIZ Journal, June.
51.
Zeithaml, V. A., L. L. Berry, and A. Parasuraman (1990), Delivering Quality Service: Balancing Customer Perceptions and Expectations. New York: Free Press.
52.
Zeithaml, V. A., L. L. Berry, and A. Parasuraman and M. J. Bitner (2000), Services Marketing: Integrating Customer Focus across the Firm. Boston: Irwin/McGraw-Hill.
53.
Zhang, J., K. Chai, and K. Tan (2003), “40 Inventive Principles with Applicationsin Service Operations Management,”The TRIZ Journal, December.
54.
Zhang, J., K. Chai, and K. Tan (2005), “Applying TRIZ to Service Conceptual Design: An Exploratory Study,”Creativity and Innovation Management, 14 (1), 34-41.
55.
Zlotin, B. and A. Zusman (2001), Directed Evolution: Philosophy, Theory and Practice. Southfield, MI: Ideation International.
