As an emergent variant of digital and smart services, proactive services (PAS) do not wait for customers to make the first move, but proactively participate in customers’ lives and make decisions on their behalf. Due to their novelty, the literature on PAS is in its infancy. Specifically, there is a lack of guidance on designing PAS to meet customer needs. Hence, we examined how customers assess specific features of PAS and whether their assessments differ according to personality traits. To this end, we conducted an online survey via the crowdsourcing platform Prolific, which yielded 259 valid responses. We used a methodological combination of the Kano model, self-stated importance method, and the Five Factor model. Our results reveal that, at the moment, customers do not value features of PAS related to autonomy and that customers engage in paradoxical behavior when assessing the use of personal data. These results allow for a more precise classification and prioritization of the features of PAS tuned to a customer’s most prevalent personality trait.

作为数字化和智能服务的新兴变体，主动式服务（PAS）不等待客户先行动，而是主动参与客户的生活并代表他们做出决策。由于其新颖性，有关 PAS 的文献尚处于起步阶段。具体来说，在设计 PAS 以满足客户需求方面缺乏指导。因此，我们研究了客户如何评估 PAS 的特定功能，以及他们的评估是否因个性特征而异。为此，我们通过众包平台 Prolific 进行了在线调查，得到了 259 份有效回复。我们使用了卡诺模型、自我陈述重要性方法和五因素模型的方法组合。我们的结果表明，目前，客户不重视与自治相关的 PAS 功能，并且客户在评估个人数据的使用时会采取自相矛盾的行为。这些结果允许对 PAS 的特征进行更精确的分类和优先排序，以适应客户最普遍的个性特征。