Purpose – This study aims to empirically examine whether heterogeneity in personal customer profiles translates to heterogeneity in the valued operational e‐service design attributes. It focuses on a key operational e‐service design attribute – service quality – by investigating...

Purpose Services are highly important in a world economy which has increasingly become service driven. There is a growing need to better understand the possibilities for, and requirements of, designing modular service architectures. The purpose of this paper is to elaborate on the roots of the...