Service quality driven approach for innovative retail service system design and evaluation: A case study

•This study proposes a service quality driven design methodology for service systems.•The approach is integrated with SERVQUAL model and TRIZ for the innovative service system.•A case study in retail sector is studied to verify the proposed methodology.•This study uses a survey to evaluate the customer behavior and experience through the new service.•The approach creates new technological paradigm for new smart shopping guidance services system.