Fig.1 Key issue in this research: between filling the gap function and activity of service Fig.2 Structure of Service Blueprint and that related works
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1 Proposal of the Service Engineering (3rd Report, Integrating Function-Atrribute Representation of Service by Introducing Service Activity) Tatsunori HARA*3, Tamio ARAI and Yoshiki SHIMOMURA Department of Precision Engineering, The University of Tokyo, Hongo, Bunkyo-ku, Tokyo, Japan Manufacturing industry needs to supply services more than materialized products to customers recently. In marketing field, customer value and human activity are main topics in service system. However, literatures of this research lack the perspective on effect and meaning of activities to the customer. In traditional engineering field, effect and meaning of artifacts can be commonly represented by function. Hence, the authors have mainly modeled service contents as a set of functions to change states of the receiver. This paper focuses on integrating the function model and the activity model so as to evaluate service deliveries according to the customer's point of view. In this paper, we describe activities of service with Service Blueprint by BPMN (Business Process Modeling Notation). We also correlate some of activities with functions as behaviors that realize these functions. The above method is implemented on Service Explorer, which is a CAD system to analyze, evaluate, and design services. Demonstrating an example, the followings are found : (a) separate function models are integrated through activities; (b) interactions between customer and provider are represented; and (c) functional activities and support activities are both incorporated into the delivery process of services. Key Words : Service Engineering, Function Model, Service Blueprint, Business Process Modeling, CAD hara_tatsu@robot.t.u-tokyo.ac.jp
2 Fig.1 Key issue in this research: between filling the gap function and activity of service Fig.2 Structure of Service Blueprint and that related works (12)
3 Fig.3 Service Blueprint described by Business Process Modeling Notation (BPMN)
4 Fig.4 Integrated framework of function, attribute, and activity model of service
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7 (c) (b) (a) Fig.5 Service Blueprint of elevator operating service (partial)
8 (a) View model regarding RSP "comfortable environment" (b) View model regarding RSP "availability of service" (C) View model ref:larding RSP "time and effort to move' (q) (e) (d) View model regarding RSP "security and safety of service" (f) Fig.b Collaboration of function-attribute editor and activity editor
9 Fig.7 Information of function activation
10 (1) Towards Innovation and Productivity Improvement in Service Industries, (2007), Research Institute of Economy, Trade and Industry. (2) Vargo S.L. S.L., Lusch R.F., Evolving New Dominant Logic for Marketing, Journal of Marketing, Vol. 68, (2004), pp (3) Chesbrough H., A research manifesto for services science, Communications of the ACM, Vol. 49, No. 7 (2006), pp (4) Vargo S.L., Robert F. Lusch, The Four Service Marketing Myths-Remnants of a Goods-Based, Manufacturing Model, Journal of Service Research, 6-4, (2004), pp (5) Lovelock C.H., Wright L.K., Principle of Service Marketing and Management, (1999), Prentice-Hall (6) Fisk R.P., Grove S.J., John J., Interactive Service Marketing (2nd ed.), (2004), Houghton Mifflin Co. (7) Ramaswamy. R., Design and Management of Service Processes, (1996), Addison-Wesley, Reading, MA. (8) Shimomura Y., Hara T., Watanabe K., Sakao T., Arai T., Tomiyama T., Proposal of the Service Engineering (1st Report, Service Modeling Technique for the Service Engineering), Transactions of the Japan Society of Mechanical Engineers, Series C, Vol. 71, No. 702 (2005), pp (9) Sakao T., Shimomura Y., Service Engineering: A Novel Engineering Discipline for Producers to Increase Value Combining Service and Product. Journal of Cleaner Production, Special issue on sustainable production and consumption - making the connection, Vol. 15 (2007), pp (10) Shostack G. L., How to Design a Service, European Journal of Marketing, Vol.16, No.1, (1982), pp (11) Shostack, G. L., Service Positioning through Structual Change, Jounal of Marketing, Vol.51, (1987), pp (12) Pires G., Stanton P., The Role of Customer Experiences in the Development of Service Blueprints, ANZMAC 2004 Conference, (2004). (13) BPMN Information ( (14) Havey M., Essential Business Process Modeling, (2005), Oreilly & Associates Inc (15) Shostack G.L., Planning the service encounter, In J. Czepiel & M. Solomon & C. Surprenant (Eds.), The Service Encounter, Lexington, MA: Lexington Books, (1985), pp (16) Kishi M., System Engineering (in Japanese), (1995), Kyoritsu Shuppan Co., Ltd.. (17) Umeda Y., Ishii M., Yoshioka M., and Tomiyama T., Supporting Conceptual Design Based on the Function-Behavior-State Modeler, Artificial Intelligence for Engineering Design, Analysis and Manufacturing (AIEDAM), Vol. 10, No. 4, (1996), pp (18) Cooper, A., The Inmates Are Running the Asylum: Why High-Tech Products Drive Us Crazy and How To Restore the Sanity, (1999), Sams. (19) Hara T., Arai T., Shimomura Y., and Sakao T., Service/Product Engineering: a new discipline for value production. In Proceedings of the 19th International Conference on Production Research (ICPR-19), Valparaiso, Chile, (2007), CD-ROM. (20) Eclipse.org ( (21) SOA Tools Platform Project ( (22) Brooks, R. and Lings, I.,. A Hierarchy of Customer Satisfaction, The Inadequacies of Service Blueprinting, in J. Beracs and J. Simon (eds.) Marketing for an Expanding Europe, Vol II, Proceedings of the 25th Annual Conference of the European Marketing Academy, Budapest, Hungary, (1996) (23) Kingman-Brundage, J., The ABCs of Service System Blueprinting, in Designing a Winning Service Strategy, eds. M. Bitner and L. Crosby (AMA, Chicago), (1989).
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