@article{2019,title={INNOVATION THROUGH SERVICE DESIGN IN SERVICE MARKETING},abstractNode={Today, with the developments in social, cultural, administrative and economic fields, enterprises develop various strategies in order to exist and grow. In order to survive in the market environment, enterprises that try to achieve a sustainable competitive advantage should first decide how they should be positioned in the market and what their priorities are. Then, the employees and senior management acting in line with the determined strategies should act in an integrated manner and try to meet the demands, demands and demands of the customers. Like many businesses, the companies in the service sector aim to differentiate their services in the competitive environment and aim to take a step ahead of their competitors. In this respect, service enterprises need innovative solutions to meet the increasing customer expectations. Innovation, which means innovation and innovation, refers to both a process and a result. Service innovation, which means to develop new ideas and implement them in different services, is a strategy that can carry a successful position to meet customer demands of service enterprises who want to achieve competitive advantage. In particular, service design, which stands for service innovation, is the analysis of these feelings and thoughts by revealing their feelings and thoughts as a result of the interaction with the customers in various contact points and providing new services in accordance with this analysis. The aim of this study is to reveal the importance of service innovation in maintaining the assets of the enterprises through service designs that will be offered to their customers in competitive conditions that are changing and challenging with each passing day. For this purpose, in the study service and service marketing concepts are discussed first. Then, in the service marketing, the concepts of innovation and service design are addressed and service design and innovation in service marketing are discussed.},author={Nilgün KÖKSALAN},year={2019},journal={Turkish Studies-Social Sciences}}