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School of Business | Department of Marketing | Marketing | 2011
Thesis number: 12980
A new evolving possibility in serice design case:
Author: Kaakinen, Lauri
Title: A new evolving possibility in serice design case:
Year: 2011  Language: eng
Department: Department of Marketing
Academic subject: Marketing
Index terms: markkinointi; marketing; e-business; e-business; internet; internet; palvelut; service; service design; service design; pelit; games; viihde; entertainment; vapaa-aika; leisure
Pages: 108
Key terms: Service Design, Poker


The purpose of this thesis is to investigate: What is service design? First we will discuss the basic characteristics of services. In the next chapter the basic theories of design business are illustrated. In the last theoretical chapter a conclusion about the academic discussion about service design will be presented.


The theoretical part of the study comprises the academic discussion and the theoretical framework. The empirical part of the study discusses the case company PowerPokers’ view about service design. The empirical part is conducted by doing 5 qualitative semi-structured expert interviews.


The most remarkable factor behind competition is differentiation of services among the online poker rooms. Naturally, the entire service design concept needs to be up-to- date in order to be able to provide services that meet the market requirements. Poker rooms can be seen as one of the leading service designers in the world mainly because they attract those segments, which have high knowledge about emerging technologies and trends. In addition, legislation puts pressure on companies to provide service design that meets the customers’ needs and at the same time highlighting the trust factors affecting the final decision.

KEYWORDS Poker, Service Design
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