An Evaluation Method of a Service Business Model Using Wants Chain Analysis

Abstract

We proposed a novel evaluation method for a service business model by incorporating customer’s quantified wants to the method. In this method, values which customers feel to provide service are transformed into “WANTS” that they have. The Wants Chain Analysis (WCA), a design and structuring method of business based on system thinking, is applied for visualizing WANTs. And the Analytic Hierarchy Process (AHP), a quantifying method for subjective selections of stakeholders, is also applied for quantifying stakeholders’ WANTs. We applied this proposed method to an example of actual service, and effectiveness of proposed method was confirmed.