Problem Definition. Putting customer experience at the heart of service design has become a governing principle of today’s “experience economy.” Echoing this principle, our paper addresses a service designer’s problem of how to select and sequence activities in designing a service...

In the service industry, a service provider may sell a collection of service activities as a package, also known as a service bundle. Empirical studies indicate that the customer's ex-post perception of a service bundle depends on not only the utility of each activity but also the sequence of...