Purpose – the article aims to explore how service modularisation objectives are compatible with organisa-tional objectives.

Research methodology – the paper is a part of continuous research. It takes a conceptual approach and integrates rele-vant literature to develop a framework on the potential avenues to create a decision-support tool that assists in service modularity planning. The research proceeds with evidence from the peer-reviewed literature. The relevant literature was identified through “pearl growing” and citation chasing techniques using the assembled body of topic literature from authors’ previous research and employing the related keywords for filtering.

Findings – the previous literature is silent on establishing objectives for service modularisation with the consideration of what a provider will achieve by engaging in this. The paper addresses this gap and discovers how antecedents of service modularisation transform into organisational objectives.

Research limitations – although bibliographic research methods are limited, they enable the analysis and identification of structure within the research. Such analysis has implications by suggesting future directions in investigating how modularity approach can be used in the service context and how it can be applied in practice more actively.

Practical implications – the findings provide potentially vital information to service organisation managers and allow better understand how service modularisation would benefit performance results in gaining service competitiveness.

Originality/Value – the study contributes to the discourse on service modularity planning and provides a basis for comprehension of service modularisation merit when pursuing competitiveness.

https://doi.org/10.3846/cibmee.2021.583