The origin of this field is found in the texts of Lynn G. Shostack, Vice President of Citibank in New York and Marketing Director for the “European Journal of Marketing” (1982):
The service is a process that is possible to represent as a molecular system composed of elements, links and evidences. It is possible to represent and apply to understand the service ex ante and design it better, to modelize, test and replicate.
According to the UK Design Council, (2010):
Service design consists of making useful, accessible, efficient and effective a service.