Insights and future directions in service design: a global perspective

Purpose This article critically reviews the evolution of the service design literature over the past two decades, with a particular focus on its maturation and application in a global context. The study aims to address gaps and inconsistencies in existing knowledge and to propose a comprehensive research agenda for future studies. Design/methodology/approach The study applies three co-citation bibliometric methods including multidimensional scaling (MDS), hierarchical clustering (HCA), as well as exploratory factor analysis (EFA) together with text-mining techniques to conduct a systematic review and chart the intellectual and conceptual foundations of the service design field. Findings The analysis maps the intellectual and conceptual structures of the service design domain. The co-citation analysis produced five clusters/factors from the EFA and HCA, identifying five groups that highlight the theoretical underpinnings of the field. In addition, the text-mining analysis shows that themes such as customers, technology and the international market are among the most dominant in the literature. Taking together, these findings provide a consolidated understanding of the fragmented service design field, which not only highlights existing gaps but also supports researchers in developing and proposing more integrative, globally relevant conceptual frameworks for future studies. Research limitations/implications While the combination of bibliometric and text mining techniques offers objectivity and breadth, some context-specific nuances may be overlooked. The findings underscore the necessity for future research to develop unified frameworks and region-specific models to address the complexity of global service ecosystems. Practical implications The proposed integrative framework assists organisations in aligning their service design strategies with emerging global trends and practices, supporting more effective international marketing and service delivery. Originality/value This study is among the first to provide a holistic, mixed-methods review of service design from a global perspective. It advances the literature by integrating diverse research streams and offering actionable directions for both scholars and practitioners in international marketing.