Typology for Modular Service Design: Review of Literature

The aim of this paper is to present a typology for modular service design. We review engineering, manufacturing, and service research literature and develop three key concepts for service modularization: service module, service architecture, and service experience. Thereafter these key concepts are further decomposed into detailed constructs. Basing on the reviewed literature, we develop a common typology for modular services. We argue that our typology provides a foundation for the development of modular service design methods. We also expect that it is important to recognize how customers perceive the service. We propose that service experiences can be characterized by value creation, role perception, personalization, and task complexity and by how the customers experience the particular services.