Service Process Modularization
Service Process Modularization
复制标题
服务流程模块化
DOI：
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发表时间：
2011
期刊：
影响因子：
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通讯作者：
Harold Cassab
中科院分区：
文献类型：
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作者：
T. Tuunanen;Harold Cassab
在这项研究中，作者结合软件工程的见解与服务流程设计和产品扩展的研究，提出了服务流程模块化的概念，并检查其对客户的服务创新试验的影响。作者进行了两个实验研究，以调查客户的反应模块化重用和模块化的变化，在新的产品服务遇到的过程。研究结果表明，模块化既增加了增强服务的感知效用，也增加了服务扩展试验的可能性。然而，模块化重用与变化的效果取决于基本服务的任务复杂性。此外，专家客户更喜欢组合的产品，重用熟悉的服务流程，这表明，实际的考虑，而不是品种的服务效用和可能性的主要驱动力的审判。管理者和设计者的一个重要含义是战略性地使用服务流程模块化来启动新的服务开发和管理新服务扩展中的客户适应性。
In this study, the authors integrate software engineering insights with research on service process design and product extensions to propose the concept of service process modularization and examine its influence on customer trial of service innovations. The authors conduct two experimental studies to investigate customer response to modular reuse and modular variation of service encounter processes in new offerings. Results of the studies show that modularization increases both the perceived utility of an enhanced offering and the likelihood of trial for service extensions. The effect of modular reuse versus variation, however, is contingent on the task complexity of the base service. Furthermore, expert customers prefer combined offerings that reuse familiar service processes, suggesting that practical considerations rather than variety are the main drivers of service utility and likelihood of trial. An important implication for managers and designers is the strategic use of service process modularization to initiate new service development and manage customer fit in new service extensions.