Service modularization is gaining increasing attention from scholars and practitioners. However, it must be noted that the essence of service modularization is still not well understood, and its purposefulness of practical application has not yet been well explored. This conceptual paper...

Service modularization is gaining increasing attention from scholars and practitioners. However, it must be noted that the essence of service modularization is still not well understood, and its purposefulness of practical application has not yet been well explored. This conceptual paper...

Customers' evaluation of the service process has important implications for service providers. However, research on customer participation at the specification stage of a customization process and its effects on the evaluation of the process and service outcome is still scarce. This paper...

Customers' evaluation of the service process has important implications for service providers. However, research on customer participation at the specification stage of a customization process and its effects on the evaluation of the process and service outcome is still scarce. This paper...