“…Despite the growing body of research on service modularity, practical applications of modular delivery are relatively rare (de Mattos et al, 2019) in other service contexts except reported cases in healthcare (Peters et al, 2020), logistics (Cabigiosu et al, 2015), IT (Tuunanen et al, 2022), education (Sorkun et al, 2022), legal services (Giannakis et al, 2018), and tourism (Avlonitis & Hsuan, 2017). The literature offers little in the way of decision support for planning modular service delivery and weighing the changes to be implemented.…”