New approach to service ideas conceptualization: process of evaluation and service system design

Abstract

Scientific and special literature suggests a lot of different models for the implementation of new services, but most of them are contradictory in terms of both the content and the sequence of stages. Some authors skip the stage of ideas conceptualization and concept assessment without any justification of such a decision, while other researchers, on the contrary, pay much attention to concept building and assessment, emphasizing this stage as one of the most essential in new service implementation schemes. Such situation caused a number of uncertainties and creates unfavorable conditions for further actions planning and its realization. These circumstances induce problems relevant both to science and business. The aim of this article is to provide a substantiated model of assessing new service conceptions and designing appropriate service systems. So, this article proposes a model for concept feasibility assessment and designing of a service system. It proved that every idea can be developed by several concepts, so their assessment is necessary. The construction of the suggested model allows miss assessment of service concepts that are simple in technical and technological terms and proceeding to the next stage of development. Situations and conditions, when assessment of service concepts can be omitted are discussed and validated in the article. The application of the model under analysis makes it possible to reduce assessment expenditures and the time needed for assessment as well as the implementation of a new service.