Affiliated Organization

Proceedings of SIGSVC Workshop


In recent years, service-oriented thinking and customer orientation have gained interest in both research and practice instead of and in addition to the traditional product- or goods-oriented thinking. Organizations developing new business models and their service offerings that combine services to tangible products will probably succeed. The service offering of a company can be modular, i.e. consist of standardized base services, customized services, and their combinations. The study adds on the previous literature on the modularity of service encounter processes. First, it demonstrates how the applicability of service process reuse and variation can be studied in an organizational setting from the customer perspective. Second, the impact of modularization on the likelihood of trial and perceived utility of expert and novice customers are examined. Finally, the service process modularization model developed by Tuunanen and Cassab (2011) is validated in a real-life context.