Value-Based Service Bundling: A Customer-Supplier Approach

Due to future ubiquitous service environments, approaches for dynamic delivery of services face new challenges. Since the web 2.0 gave to customers the change to interact with the Internet, they are not any more static entities but can also contribute to the design or co-creation of new services. In this paper we show how customers can help to dynamically bundle services, our approach is based on customer and supplier perspectives. A broker is in charge of matching both perspectives, depicting not only customer desires but also supplier offerings. Moreover, our approach is illustrated by a case study. Finally, we provide some reflections as well as future lines of research.