A Service Concept Framework Based on the Maslow's Needs Hierarchy and Its Application to Typical Types of Service: Service Value Driven Service Roadmapping Taking into Account the Dynamic Service Domain Shift

摘要

In order to further expand the service industry, including the service sector of manufacturing industries, a new service concept framework for the launch and design of new services is required. Especially in the case of large-scale services using wide service infrastructure such as IT and public facilities, the framework needs to involve not only technological elements and legal restrictions, but also the needs of individual customers, the goals of organizations served, and the social acceptability of the service. This paper applies a service conceptual framework proposed by the author before to several typical services. The framework core is a two-dimensional service classification (SCHM model) based on Maslow's needs theory's 5 types of needs and 3 customer segments resulting in 15 service types. This SCHM model is further extended to a three-dimensional diagram by introducing on the third axis the "customer value creation phase" such as delivery, adaptation, and co-creation with the customer. The dynamic service change due to interaction of user segments and/or shift of needs is examined using methodology from the sociology of knowledge. Such a service conceptual framework makes it possible for multiple otherwise competing service business players to find common ground for collaborative activities and service road-mapping aimed at enhancing their individual target services.