Research On Service Family Planning Based On Customer Requirements Classification And Recombination

Mass customization service designing could not only provide diversified services for customers owing to its time advantage and cost advantage, but also balance the contradiction of service’standardization and individuation, so as to improve service productivity and service quality. Consequently, theorists and businessmen have been increasingly focused on mass customization. And service family design is one of the most effective ways to achieve mass customization, while most of the current researches are imitated product family design, and emphasis on the technical implementation. Considering the essential differences between tangible products and intangible service, applying product family theory to service industry needs theory studies as well as empirical researches.In view of that, this paper researched service family planning based on customer requirements classification and recombination. The means-end chain and SERVQUAL model to obtain service requirements elements. In view of the subjectivity and the ambiguity of the traditional Kano model, an analytical Kano model is set up. Customer requirements have been objectively classify by construct the important index and the satisfaction index. Then, the idea of service family planning based on customer requirements classification and recombination has been come up based on the classified customer requirements. And decision-making index for customer requirements recombination is designed, then a service family model which consist of a basic service group and a value-added services group. At last, the feasibility and effectiveness of this method has been verified by combining with the bank service.The proposed method is theoretically significant and practical meaningful for improving service mass customization theory, service companies’implementing mass customization strategy and designing customized service package.