A unified framework for the design of service systems

The paper proposes a co-production approach and develops a unified framework for the design of service systems. Co-production approach not only considers customer as co-producer with the presence of customer inputs in a service process, but also attempts to conduct objective tradeoffs between firm and customers. The unified framework for the design of service systems is developed under the co-production approach. The services are classified based on two dimensions of service and process including service customisation and customer participation. The interrelationships among customers, service concept and service delivery design are explored and the service strategy is integrated into service delivery strategy. The paper contributes general principles and theoretical models for the design of service systems.

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