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Abstract This article deals with service development from a quality perspective. Our point of departure is to build in the right quality from the start. The article presents a new frame of reference for new service development based on empirical studies in Sweden. It argues that the main task of service development is to create the right generic prerequisites for the service. This means an efficient customer process, that is to say the process must be adapted to the logic of the customer's behaviour and a good customer outcome, i.e., the service is associated with quality. We distinguish three main types of development: the development of the service concept, the development of the service system (resource structure) and the development of the service process.
Edvardsson et al. (Mon,) studied this question.