Abstract In this study, an configuration method for optimizing service elements considering customerperceived utility is proposed to solve the service elements configuration in service design. In this method, firstly, the weights of service items are calculated using the HoQ method from the QFD theory. Then, according to the identified service items and service elements, the aspiration level for each service item and the demand satisfaction degree for each service element are obtained by questionnaires among customers. Furthermore, the psychological perception of elation and disappointment of the customer is described based on the disappointment theory and the customerperceived utility is calculated. Moreover, the optimal service elements configuration alternative is determined by establishing and solving the optimization model. Finally, an example of the airline cabin service design is used to justify the proposed method.
2015, Vol. 12 
