A METHOD OF VALUE CUSTOMIZATION
The paper presents a method of value customization based on the modelling and design methods of Service Engineering. This aims at increasing satisfaction levels of customers. The method is remarkably addressing what to be customized depending on the customer’s desire, while many theories and practices on customization have dealt only with how. Some design operations of the method are explained using an actual redesign of an existing industrial service in a hotel industry. This will be effective for designing products or services whose value varies from one customer to another. Furthermore, the value is expected to be a more important concept to be designed according to recent servicification in industries.