Design de serviços: um estudo sobre inovação em características e competências de processos para cocriação de valor

Abstract

The Service sector has had a positive impact on the economies of the countries in recent years. This fact has increased the importance of disciplines such as Service Design, which favor better decision making from the point of view of the provider and consumer of a service. This research has a technical approach of Service Design and consists on projecting innovative services through the proposition of a methodology which uses the concepts of service flowcharts and service innovation. Initially the theoretical foundations that understand the services through a visual representation of a complex sequence of events, coproduced between consumer and provider, were chosen. Through this theoretical review, one has realized that PCN diagram (SAMPSON, 2015) is one of the most recent advances in the area of service flowcharts. Then, in service innovation literature, a model based on characteristics and competences of a service, proposed by Gallouj & Weinstein (1997), was found. This model is said to be relevant to produce improvements for any service. It was noticed that these models can be complementary from the point of view of the innovation generated not only by the creation or alteration of activities already mapped in the process, but also by the physical and tacit resources inherent executed throughout the service. Thus, through a qualitative research, a methodology based on those theories was put into practice in two empirical studies in distinct organizations: a gym and a bar-restaurant. It was concluded that the methodology simplifies the cognitive complexity of a process and reduces the gaps between the real work and the planned work executed, integrating the visions of stakeholders and integrating the impact that set of characteristics inherent in the process has on the structure and expression of the activities that constitute a service.