Chapter 7

Decision Analysis


The previous chapters have established several key principles of the role of decision making in service systems:

The service journey involves a sequence of decisions.

Value propositions are cocreated throughout the service journey.

Service termination, deviation or re-engagement are all ­possible within the service journey.

Every service activity within a service journey potentially requires engagement decisions by all participating agents.

The ISPAR model of service (Maglio et al. 2009) identifies the essential junctures of a service journey as the steps of Interact- Serve-­Propose-Agree-Realize. ISPAR takes a high-level view of a service, as opposed to the activity-level view required for service ...

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