Could “Service design” be evaluating the level of “hospitality” at restaurants, hotels which provide us with intangible things(=service)?
I always think that “Service” is the critical aspect (or a deal breaker) of the business to stand out among the competitors. For example, two companies selling a very similar product (functions, prices), customers choose the product with better service like customer support. “Cheap is good” mindset doesn’t work or customers don’t value. Customers are happy to pay the higher price for better service.