Revisit service classification to construct a customer‐oriented integrative service model

Purpose The purpose of this paper is to construct a customer‐oriented integrative service model based on the generic service process. Business strategies can then be formulated by using the model. Design/methodology/approach The key classifying dimensions and their respective attributes are identified through literature reviews. Operational dimensions are formed by combining their attributes weighted by manager‐determined importance weights (IW). A generalized mathematical model is built to integrate the core services of a firm with customer‐based performance weight (PW). The integrative service model is constructed by combining the operational dimensions. Findings The selected classification model covers knowledge, information and virtual space dimensions that most of the previous service‐process based model lack. The developed model is simpler to understand and to use for managers comparing to the other complicated mathematical models. Research limitations/implications Empirical studies need to be done to test the effectiveness of the model. Experienced managers are needed to decide the IW. Practical implications Managers can use the developed model to formulate integrated business strategies as well as forecasting competitor's strategies. The developed model is a customer‐oriented approach for service strategy formulation. Originality/value A generalized mathematical model is derived for a firm offering “n” kinds of core services. Computer software can be written based on it to handle the complex cases.