Several suggestions for further research arise from the present
study. First, in the ‘primary diagnosis’ stage of the model, future research
might choose to use different approaches to ascertain the
VOC, rather than the database of customer complaints used in
the present study. Secondly, future research might choose to use
other techniques of artificial intelligence—such as artificial nerve
network (ANN), TRIZ theory, or text-mining techniques—to analyse
the VOC in the advanced diagnosis stage of the ‘PARA’ model. Finally,
the ‘PARA’ model might be applied in other service settings,
such as service systems in the private sector or non-profit
organisations.