Abstract
In general, customers evaluate intangible elements (service activities) and tangible elements (products) in conjunction. From this standpoint, the design of service activities and products should be integrated in order to maximize customer value, considering the mutual effects of synergy, alternation and complementarity. However, currently service activities and products are generally designed separately by different players. The objective of this study is to enable close collaboration between marketers and engineers during the design phase. This paper explains a method to integrate representation of service activity and product behaviour, and verifies the modelling ability of proposed method.
