Design for service inclusion: creating inclusive service systems by 2050

Purpose The purpose of this paper is to challenge service researchers to design for service inclusion, with an overall goal of achieving inclusion by 2050. The authors present service inclusion as an egalitarian system that provides customers with fair access to a service, fair treatment during a service and fair opportunity to exit a service. Design/methodology/approach Building on transformative service research, a transformative, human-centered approach to service design is proposed to foster service inclusion and to provide a platform for managerial action. This conceptual study explores the history of service exclusion and examines contemporary demographic trends that suggest the possibility of worsening service exclusion for consumers worldwide. Findings Service inclusion represents a paradigm shift to higher levels of understanding of service systems and their fundamental role in human well-being. The authors argue that focused design for service inclusion is necessary to make service systems more egalitarian. Research limitations/implications The authors propose four pillars of service inclusion: enabling opportunity, offering choice, relieving suffering and fostering happiness. Practical implications Service organizations are encouraged to design their offerings in a manner that promotes inclusion and permits customers to realize value. Originality/value This comprehensive research agenda challenges service scholars to use design to create inclusive service systems worldwide by the year 2050. The authors establish the moral imperative of design for service inclusion.