| As the development of information technology and the acceleration of globalization, diversified customer needs become more and more, resulting in the increasingly fierce competition among Service-oriented enterprise. In order to gain a firm foothold in the competitive market, companies have to take a standardized production and management model to reduce costs to gain a competitive advantage, while providing customers with personalized, customized service products. Diversification and standardization is a couple of seemingly contradictory concept, but modularity provides a way to solve this problem. The concept and relevant theory of modularity originated in manufacturing, and became rich and mature in manufacturing, but the theory and practice of service industry modularity are precisely opposite, so there are many opportunities of developing the research of service industry modularity. From the customer’s point of view, this paper takes high-star hotel industry as an example to research the influence of service modularity on customer perceived value to verify the necessity of modularity.The paper is divided into five parts, the first part describes the study background, purpose, significance and technical route, the second part is about the review of relevant literature, the third part puts forward hypotheses and theoretical model and designs the questionnaire based on previous research, the fourth part is empirical study on the relationship between customer perceived value and high-star hotel service modularity by using methods of statistical analysis, factor analysis, correlation analysis. The results shows except services prices, the high-star hotel service modularity has significant influence on other parts of customer perceived value, the fifth part modifies the theoretical model according to the research results and puts forward corresponding strategy about the high-star hotel in-depth service modularity as well as defect and the future prospects of the research. |
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