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Two routes of service modularization: advancing standardization and customization
Chalmers Univ Technol, Dept Technol Management & Econ, Div Serv Management & Logist, Qual Management, Gothenburg, Sweden..
Linkoping Univ, Dept Management & Engn, Business Adm, Linkoping, Sweden..
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013). Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Linkoping Univ, Dept Management & Engn, Linkoping, Sweden.;Karlstad Univ, Serv Res Ctr, CTF, Karlstad, Sweden..ORCID iD: 0000-0002-6589-8662
2019 (English)In: Journal of Services Marketing, ISSN 0887-6045, E-ISSN 0887-6045, Vol. 33, no 1, p. 73-87Article in journal (Refereed) Published
Abstract [en]

Purpose - This study aims to investigate service modularization in a manufacturing firm, identifies service modularization processes and examines how these processes change the service module characteristics. Design/methodology/approach - The study is based on a longitudinal case study (2008-2017) of a manufacturing firm. The development of six service modules was analyzed using data from interviews with key informants, informal meetings and internal documentation. Findings - This study suggests five service modularization processes, and that service module characteristics, such as standardization and interconnectedness, change in different ways depending on the service modularization processes used. It further identifies two service modularization routes that each combine the service modularization processes in unique ways with replication as a key process to improve both standardization and customization. Practical implications - This study elaborates a framework for service modularization, which can serve as a guideline for developing service modules. It also highlights the differences between product and service modularization, suggesting that the role of service module characteristics such as standardization and customization is specific for services. Originality/value - This longitudinal case study (2008-2017) provides empirical evidence on service modularization and extends existing knowledge on service modularization processes and how they influence service module characteristics.

Place, publisher, year, edition, pages
EMERALD GROUP PUBLISHING LTD , 2019. Vol. 33, no 1, p. 73-87
Keywords [en]
Service innovation, Qualitative research, New service development, Business-to-business services, Service infusion, Modularization, Standardization, Customization, Case study method, Service modules
National Category
Business Administration Production Engineering, Human Work Science and Ergonomics
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-72232DOI: 10.1108/JSM-10-2018-0285ISI: 000467622600007Scopus ID: 2-s2.0-85063995581OAI: oai:DiVA.org:kau-72232DiVA, id: diva2:1319397
Available from: 2019-05-31 Created: 2019-05-31 Last updated: 2019-06-04Bibliographically approved

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Witell, Lars

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