A Customers' Value Model for Sustainable Service Design

To reconsider the current mass production paradigm and to make products have more added values largely from knowledge and services to compensate volume reduction under the concept of dematerialisation, we need new engineering discipline to look at services, called 'Service Engineering.' In Service Engineering, it aims to provide services that satisfy customers highly. However, to increase customer satisfaction, we need to take into account customers' immediate desires as well as future needs. To serve this need, this paper proposes the model for expressing the change in customer demands. The proposed method is verified through its application to a practical case.