serviceinterest

Serviceinterest is a term used in service research to describe the propensity of individuals or organizations to engage with service processes, co-create value, and adopt service-centric solutions. It combines the ideas of service and personal or organizational interest to capture a readiness to participate in service exchanges beyond traditional product-oriented consumption.

Definition and components: Serviceinterest typically encompasses three components. Cognitive interest refers to awareness and understanding of available service options and outcomes. Affective interest involves emotional engagement with service experiences, such as trust, anticipation, or enthusiasm. Behavioral interest reflects concrete intentions to seek, trial, or adopt service offerings, including ongoing usage and participation in service design or feedback activities.

Measurement and methods: Researchers measure serviceinterest through surveys that assess attitudes, intentions, and engagement with service options, as well as through behavioral data from digital service platforms and experimental studies that test responses to new service features or models. Composite indices may combine cognitive, affective, and behavioral indicators.

Applications and relevance: The concept is used by service designers, marketers, and platform operators to forecast adoption of new service features, subscription models, or ecosystem partnerships. It helps identify barriers to service adoption and informs strategies for enhancing user involvement in service co-creation and value realization.

Relation to other concepts: Serviceinterest overlaps with customer engagement, co-creation, and service-dominant logic, but is often treated as a precursor or driver of these constructs. Its usage varies by discipline and context, reflecting evolving understandings of how customers and organizations participate in service-centered value creation.