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首页> 外文期刊>Journal of Services Marketing >Two routes of service modularization: advancing standardization and customization
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Two routes of service modularization: advancing standardization and customization

机译：服务模块化的两条途径：推进标准化和定制化

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Purpose - This study aims to investigate service modularization in a manufacturing firm, identifies service modularization processes and examines how these processes change the service module characteristics.Design/methodology/approach - The study is based on a longitudinal case study (2008-2017) of a manufacturing firm. The development of six service modules was analyzed using data from interviews with key informants, informal meetings and internal documentation.Findings - This study suggests five service modularization processes, and that service module characteristics, such as standardization and interconnectedness, change in different ways depending on the service modularization processes used. It further identifies two service modularization routes that each combine the service modularization processes in unique ways with replication as a key process to improve both standardization and customization.Practical implications - This study elaborates a framework for service modularization, which can serve as a guideline for developing service modules. It also highlights the differences between product and service modularization, suggesting that the role of service module characteristics such as standardization and customization is specific for services.Originality/value - This longitudinal case study (2008-2017) provides empirical evidence on service modularization and extends existing knowledge on service modularization processes and how they influence service module characteristics.
机译：目的-这项研究旨在调查一家制造公司的服务模块化，确定服务模块化流程并研究这些流程如何改变服务模块的特征。设计/方法/方法-该研究基于一项纵向案例研究（2008-2017）一家制造公司。使用来自关键信息提供者的访谈，非正式会议和内部文档中的数据对六个服务模块的开发进行了分析。发现-这项研究建议了五个服务模块化过程，并且服务模块的特性（例如标准化和互连性）会根据不同的方式发生变化使用的服务模块化过程。它还进一步确定了两种服务模块化路线，它们分别以独特的方式将服务模块化过程与复制相结合，以此作为改善标准化和定制化的关键过程。实际意义-本研究阐述了服务模块化框架，可以作为开发的指南服务模块。它还强调了产品和服务模块化之间的差异，表明服务模块特性（例如标准化和定制）的作用是特定于服务的。原始性/价值-此纵向案例研究（2008-2017）提供了有关服务模块化的经验证据并扩展了有关服务模块化过程以及它们如何影响服务模块特性的现有知识。

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