In this chapter, we discuss the process of decision making. The investigation of service systems in the previous chapters has revealed the essential role of decision-making activities in determining the journey of a service. In Chapter 3, we mentioned decision making as a type of activity within a service system. Specifically, engagement decisions direct the course of each agent that participates in a service. In fact, the defining characteristic of service, cocreation of value, demands agent decision making during the service. Therefore, in this chapter, we turn our attention to the study of decision making, and in the next chapter, we learn to create models of decision making. Such models will be necessary components ...
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