الإبداع في مجال الخدمات: مميزاته ومستوياته

الملخص EN

Creativity is the main engine of growth of any institution, and ensure its continuation in the light of intense competition where they could face the threats and exploiting the opportunities available to them.

The creativity of service institutions is a distinctive character compared to the rest of the areas, take Creativity in the area of services form a new service, this requires a radical change in the productive system of the services institutions.

It may also include complementary services creativity in addition to basic services provided.

It may also include the creativity and adopt a new measure of production and providing services, there may be changes to the level of the front office or back office.

The majority of the creativity of services organizations based on the views of customers, or the interactions between workers and customers.

The service creativity is directed by the customers, which is called pull oriented, evolve through ideas to the push oriented.