Service Consumer Model: Understanding and Describing Consumers for New Service Development

Against the background of an increasing discrepancy between consumer access to an evergrowing range of products and being increasingly frustrated with the consumption processes, we propose a model for understanding and describing consumers and their behavior holistically. In this paper, a design science approach is used. The model is build on existing concepts such as the concept of consumer processes, user context, service-dominant logic, disconfirmation, activity theory, and event-driven process chains. The application of the model and its usefulness for improving new service development is demonstrated by an example.