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A module-based service model for mass customization: service family design

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  • Seung Moon
  • Jun Shu
  • Timothy Simpson
  • Soundar Kumara

Abstract

Service science research seeks to improve the productivity and quality of service offerings by creating new innovations, facilitating business management, and applying practical applications. Recent trends seek to apply and extend principles from product family design and mass customization into new service development. Product family design is a cost-effective way to achieve mass customization by allowing highly differentiated products to be developed from a common platform while targeting individual products to distinct market segments. This article extends concepts from module-based product families to create a method for service design. The objective in this research is to develop a method for designing customized families of services using game theory to model situations involving dynamic market environments. A module-based service model is proposed to facilitate customized service design and represent the relationships between functions and processes in a service. A module selection problem for platform design is considered as a strategic module-sharing problem under a collaboration situation. A coalitional game is used to model potential module sharing and determine which modules used in the platform provide the most benefit. A case study involving a family of banking services is used to demonstrate implementation of the proposed method.

Suggested Citation

  • Seung Moon & Jun Shu & Timothy Simpson & Soundar Kumara, 2011. "A module-based service model for mass customization: service family design," IISE Transactions, Taylor & Francis Journals, vol. 43(3), pages 153-163.
    • Handle: RePEc:taf:uiiexx:v:43:y:2011:i:3:p:153-163
    DOI: 10.1080/07408171003705383
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    Cited by:

    1. Duong Thuy Pham & Ayham A. M. Jaaron, 2018. "Design for Mass Customisation in Higher Education: a Systems-Thinking Approach," Systemic Practice and Action Research, Springer, vol. 31(3), pages 293-310, June.
    2. Ding, Huiping & Chen, Xiangbo & Lin, Kuanhai & Wei, Yunbing, 2019. "Collaborative mechanism of project profit allotment in petroleum engineering service chain with customized integration," International Journal of Production Economics, Elsevier, vol. 214(C), pages 163-174.

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