Roles of in-house designers towards service implementation

In this paper, we study roles that in-house service designs take towards service implementation. We frame implementation from a service-dominant logic and service systems perspective as shaping service system resources (people, language, organisation technology) for resource exchange and integration (i.e. value co-creation). We analyse interviews with nine in-house service designers and show how in-house designers work with shaping the four service system resource types. We discuss implications for in-house designers and (their) managers. We reflect on using service-dominant logic and service systems as a lens for analysing in-house designers’ efforts related to service implementation. We make suggestions for future research