“…In service design domain, instead of satisfying the customer by delivering the product functionality, the provider needs to consider physical and psychological benefits. Nonetheless, at the moment, the product items and service activities are The second is when the company has some alternative offerings and prefers to evaluate each option ( Fujimoto et al, 2003;Komoto et al, 2005;Komoto & Tomiyama, 2008). Here, simulation is typically used to evaluate the options.…”