Featuring Service Design Paradigm in Small-Sized Service Organisations in Bulgaria

Abstract

The paper reviews an attempt to delineate a typical service design paradigm followed by small-sized service organizations in Bulgaria. A theoretical model of the Köln International School of Design is represented as a point of reference to conduct further marketing research. In this respect, in-depth interviews with service managers in consultancy-and-training services, meal-kit services, construction and repairs businesses, educational services are carried out. The majority of service managers acknowledge they are weakly familiar with the service design pattern. They agree they do not implement service design paradigm neither formally, nor intuitively, but are concerned to carry out design actions.