Dynamic Service Product Family for Mass Service Customization

Service business today plays a significant role in the global economy. It aims to provide value for customers and ultimately related to customization in its nature. Although a variety of services are offered to customers, there still lack systematic ways to provide service customization efficiently. This paper aims to customize services efficiently to satisfy various customer needs. Particularly, we wish to achieve economies of scale, economies of scope with capability of manage the complexity of demands. In this paper, we develop a service product family structure for service customization by extending the idea of product family in product design. The hierarchically functional representation forms the basis of service product family. In the meantime, the service product family can also be extended to dynamic service product family to manage service changes over time via process mining technique. A case study of hotel service management is introduced to illustrate the proposed approach.