Abstract
Manufacturing industries recently have shifted from being simple sellers to service providers to meet various needs of customers. Customer value is enhanced by advancing quality of service. For improving service, service designers need to consider characteristics of service that are, for example, human element and personal attention in addition to functional aspects. Generally, service is improved depending on designer's view point and as occasion arises. In this paper, we clarify what is changed/good about excellent service cases by describing the cases with Service Engineering model. Our purpose is to sort out the necessary points for improving service and systemize approaches in improvement design. As a result, service designers can establish design strategy toward enhancing customer value.
