Linking service design to value creation and service research

2016 ◽  
Vol 27 (1) ◽  
pp. 21-29 ◽  
Author(s):  
Tor Wallin Andreassen ◽  
Per Kristensson ◽  
Line Lervik-Olsen ◽  
A Parasuraman ◽  
Janet R McColl-Kennedy ◽  
...  
Keyword(s):  
Conceptual Framework ◽  
Organizational Performance ◽  
Value Creation ◽  
Design Methodology ◽  
Organizational Design ◽  
Service Marketing ◽  
Service Design ◽  
Service Research ◽  
Content Type ◽  
Service Experiences

Purpose – The purpose of this paper is to develop a framework for understanding service design and how service design relates to central concepts within service marketing. Design/methodology/approach – For companies, service design is growing in importance and has become a crucial capability to survive in the service-dominant economy. Service design increases the capacity to improve not only service experiences but also organizational design. On this premise, the authors propose a conceptual framework. Findings – By relating service design to research efforts within service marketing, dual value creation can be enhanced. As such, the conceptual framework portrays service design as an enhancer of customer experience and organizational performance. Originality/value – To the authors knowledge, service design has not been discussed in the service marketing literature. Thus, this is the first attempt to see service design in light of well-established service marketing models such as SERVQUAL and an updated version of the Service-profit-chain.

From service quality to experience – and back again?

2015 ◽  
Vol 7 (1) ◽  
pp. 107-119 ◽  
Author(s):  
Jon Sundbo
Keyword(s):  
Service Quality ◽  
Design Methodology ◽  
Service Management ◽  
Service Marketing ◽  
Service Research ◽  
Experience Economy ◽  
Content Type ◽  
The Past ◽  
Functional Quality ◽  
Original Contribution

Purpose – This paper aims to analyse the movement in the focus on customers within service management and marketing theories and service research that has taken place during the past three decades. The paper addresses the question: How did we, in service research, change from emphasizing quality to emphasizing experience? Design/methodology/approach – The paper analyses developments in service and experience theories. Experience has come onto the theoretical agenda, both in its own right and as a concept within service marketing and management theory. Findings – Experience has increasingly been a concept that has replaced quality in service marketing theories. However, an independent experience economy paradigm has also emerged. Recently, the societal emphasis on productivity may lead back to functional quality re-emerges in theories; however, it will most likely be in a new version. Originality/value – This analysis is a profound theory-critical analysis of the actually very widely used concept experience in service theories. The analysis present an understanding of what experience means in these theories and how it relates to the quality concept. This is an original contribution to a deeper understanding of service marketing and service quality theories.

Typology for Modular Service Design

2012 ◽  
Vol 3 (3) ◽  
pp. 99-112 ◽  
Author(s):  
Tuure Tuunanen ◽  
Anu Bask ◽  
Hilkka Merisalo-Rantanen
Keyword(s):  
Value Creation ◽  
Task Complexity ◽  
Service Design ◽  
Research Literature ◽  
Service Research ◽  
Role Perception ◽  
Service Architecture ◽  
Key Concepts ◽  
Service Experiences ◽  
And Task

This paper presents a typology for modular service design. The authors review engineering, manufacturing, and service research literature and develop three key concepts for service modularization: service module, service architecture, and service experience. Thereafter these key concepts are further decomposed into detailed constructs. Basing on the reviewed literature, they develop a common typology for modular services. The authors argue that their typology provides a foundation for the development of modular service design methods. The authors also expect that it is important to recognize how customers perceive the service. They propose that service experiences can be characterized by value creation, role perception, personalization, and task complexity and by how the customers experience the particular services.

scholarly journals Future service technologies and value creation

2019 ◽  
Vol 33 (4) ◽  
pp. 502-506 ◽  
Author(s):  
Per Kristensson
Keyword(s):  
Conceptual Framework ◽  
Value Creation ◽  
Value Chain ◽  
Design Methodology ◽  
Content Type ◽  
Innovative Technologies ◽  
A Value

Purpose The purpose of this paper is to propose a framework for understanding, predicting and analyzing how future service technologies can lead to value co-creation at different stages of a value chain. Design/methodology/approach For organizations, future service technologies are growing in importance and will become a crucial means to survival. It is clear that future service technologies will increase the opportunity to reduce costs and create efficiency, but it is not equally clear how future service technologies enable value creation for customers and users. On this premise, the study proposes a conceptual framework. Findings The framework illustrates how future service technologies can lead to value creation for customers. The paper also portrays opportunities and potential pitfalls with future service technologies for organizations. Originality/value Several researchers are focusing on innovative technologies. Many business companies are talking about how to implement them and increase their profit. However, less attention is devoted to the ways in which future service technologies will lead to benefits and the experience of service for customers and users using them. This paper represents an original attempt to illustrate that.

scholarly journals ActS – Service design based on human activity sets

2021 ◽  
Vol 32 (6) ◽  
pp. 28-54
Author(s):  
Johanna Gummerus ◽  
Jacob Mickelsson ◽  
Jakob Trischler ◽  
Tuomas Härkönen ◽  
Christian Grönroos
Keyword(s):  
Human Activity ◽  
Design Methodology ◽  
Design Method ◽  
Service Design ◽  
Dyadic Interaction ◽  
Service Research ◽  
Content Type ◽  
Front End ◽  
Micro Level ◽  
Practical Implications

PurposeThis paper aims to develop and apply a service design method that allows for stronger recognition and integration of human activities into the front-end stages of the service design process.Design/methodology/approachFollowing a discussion of different service design perspectives and activity theory, the paper develops a method called activity-set mapping (ActS). ActS is applied to an exploratory service design project to demonstrate its use.FindingsThree broad perspectives on service design are suggested: (1) the dyadic interaction, (2) the systemic interaction and (3) the customer activity perspectives. The ActS method draws on the latter perspective and focuses on the study of human activity sets. The application of ActS shows that the method can help identify and visualize sets of activities.Research limitations/implicationsThe ActS method opens new avenues for service design by zooming in on the micro level and capturing the set of activities linked to a desired goal achievement. However, the method is limited to activities reported by research participants and may exclude unconscious activities. Further research is needed to validate and refine the method.Practical implicationsThe ActS method will help service designers explore activities in which humans engage to achieve a desired goal/end state.Originality/valueThe concept of “human activity set” is new to service research and opens analytical opportunities for service design. The ActS method contributes a visualization tool for identifying activity sets and uncovering the benefits, sacrifices and frequency of activities.

scholarly journals Viewpoint: service marketing research priorities

2020 ◽  
Vol 34 (3) ◽  
pp. 291-298 ◽  
Author(s):  
Christian Grönroos
Keyword(s):  
Design Methodology ◽  
Conceptual Analysis ◽  
Marketing Research ◽  
Research Priorities ◽  
Service Marketing ◽  
Service Research ◽  
Future Research ◽  
Proper Understanding ◽  
Content Type ◽  
Level Of Knowledge

Purpose This paper aims to emphasize two key research priorities central to the domain of service marketing. Design/methodology/approach Reflections based on conceptual analysis of the current level of knowledge of service as an offering and of the nature of service marketing in the literature. Findings It is observed that research into marketing and into service as an object of marketing, or as an offering, has been neglected for two decades and more. It is also shown that to restore its credibility, marketing needs to be reinvented. Furthermore, the point is made that if a proper understanding of service as an object of, for example, innovation, design, branding and development is lacking, or even only implicitly present, valid research into those and other important topics is at risk. Research limitations/implications This paper discusses two neglected topics within the domain of service research. Other important areas of future research are not covered. However, the paper offers directions for service marketing research fundamental to the development of the discipline. Originality/value In earlier discussions of service and service marketing research priorities, the observation that service and marketing are neglected topics that need to be studied and further developed has not been made. The paper emphasizes that service marketing research also needs to return to its roots and suggests possible directions for future research.

scholarly journals Theorizing beyond the horizon: service research in 2050

2018 ◽  
Vol 29 (5) ◽  
pp. 766-775 ◽  
Author(s):  
Byron W. Keating ◽  
Janet R. McColl-Kennedy ◽  
David Solnet
Keyword(s):  
Conceptual Framework ◽  
Strong Evidence ◽  
Design Methodology ◽  
Service Management ◽  
Service Research ◽  
Special Issue ◽  
Content Type ◽  
Profound Impact ◽  
Human Touch ◽  
Thought Leadership

Purpose The purpose of this paper is to introduce the special issue of the Journal of Service Management dedicated to the Thought Leadership in Services Conference held in Brisbane Australia in 2017. The paper also explores the disruptive and transformative role that technology is set to play over the next 30 years. Design/methodology/approach The paper provides a brief summary of the papers within the special issue. The paper also introduces a conceptual framework identifying four quadrants that reflect different combinations of human touch and technology. This framework is used to examine the treatment of technology in the eight papers. Findings While it is clear that technology is having a profound impact on service, and is contributing to major changes within the eight service domains captured by the papers in the special issue; there were significant differences observed across the eight papers in the special issue. From the associated discussion, it is clear that the humanistic paradigm is still dominant within services, even though there is strong evidence that a shift is occurring. Originality/value This paper extends earlier work exploring the infusion of technology within services to highlight the progress from a humanistic paradigm to a technology-centric paradigm.

scholarly journals Dynamics of wellbeing co-creation: a psychological ownership perspective

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tom Chen ◽  
Sarah Dodds ◽  
Jörg Finsterwalder ◽  
Lars Witell ◽  
Lilliemay Cheung ◽  
...  
Keyword(s):  
Conceptual Framework ◽  
Design Methodology ◽  
Subjective Wellbeing ◽  
Psychological Ownership ◽  
Service Research ◽  
Resource Integration ◽  
Content Type

PurposePeople are responsible for their wellbeing, yet whether they take ownership of their own or even others' wellbeing might vary from actor to actor. Such psychological ownership (PO) influences the dynamics of how wellbeing is co-created, particularly amongst actors, and ultimately determines actors' subjective wellbeing. The paper's research objective pertains to explicating the concept of the co-creation of wellbeing and conceptualizing the dynamics inherent to the co-creation of wellbeing with consideration of the influences of all involved actors from a PO perspective.Design/methodology/approachTo provide a new conceptualization and framework for the dynamics of wellbeing co-creation, this research synthesizes wellbeing, PO and value co-creation literature. Four healthcare cases serve to illustrate the effects of engaged actors' PO on the co-creation of wellbeing.FindingsThe derived conceptual framework of dynamic co-creation of wellbeing suggests four main propositions: (1) the focal actor's wellbeing state is the intangible target of the focal actor's and other engaged actors' PO, transformed throughout the process of wellbeing co-creation, (2) PO over the focal actor's wellbeing state is subject to the three interrelated routes of exercising control, investing in the target, and intimately knowing the target, which determine the instigation of wellbeing co-creation, (3) the level of PO over the focal actor's wellbeing state can vary, influence and be influenced by the extent of wellbeing co-creation, (4) the co-creation of wellbeing, evoked by PO, is founded on resource integration, which influences the resources–challenges equilibrium of focal actor and of all other engaged actors, affecting individual subjective wellbeing.Originality/valueThis article provides a novel conceptual framework that can shed new light on the co-creation of wellbeing in service research. Through the introduction of PO the transformation of lives and wellbeing can be better understood.

scholarly journals Rethinking the actor in service research: toward a processual view of identity dynamics

2020 ◽  
Vol 30 (4/5) ◽  
pp. 437-457 ◽  
Author(s):  
Kaisa Koskela-Huotari ◽  
Jaakko Siltaloppi
Keyword(s):  
Social Constructionism ◽  
Value Creation ◽  
Design Methodology ◽  
Identity Theory ◽  
Social Processes ◽  
Institutional Arrangements ◽  
Service Research ◽  
Content Type ◽  
Static View ◽  
Human Actors

PurposeOnly a few concepts in the service literature are as pervasive yet as undertheorized as is the concept of the actor. With a growing interest toward value creation as a systemic and institutionally guided phenomenon, there is a particular need for a more robust conceptualization of humans as actors that adopts a processual, as opposed to a static, view. The purpose of this paper is to build such processual conceptualization to advance service-dominant (S-D) logic, in particular, and service research, in general.Design/methodology/approachThe paper is conceptual and extends S-D logic's institutionally constituted account of the actor by drawing from identity theory and social constructionism.FindingsThe paper develops a processual conceptualization of the human actor that explicates four social processes explaining the dynamics between two identity concepts—social and personal identity—and institutional arrangements. The resulting framework reveals how humans are simultaneously constituted by institutions and able to perform their roles in varying, even institution-changing, ways.Research limitations/implicationsBy introducing new insights from identity theory and social constructionism, this paper reconciles the dualism in S-D logic's current description of actors, as well as posits the understanding of identity dynamics and the processual nature of actors as central in many service-related phenomena.Originality/valueThis paper is among the few that explicitly theorize about the nature of human actors in S-D logic and the service literature.

Consumer value creation through WhatsApp use

2019 ◽  
Vol 32 (4) ◽  
pp. 455-471
Author(s):  
Jorge Cruz-Cárdenas ◽  
Jorge Guadalupe-Lanas ◽  
Ekaterina Zabelina ◽  
Andrés Palacio-Fierro ◽  
Margarita Velín-Fárez ◽  
...  
Keyword(s):  
Latin American ◽  
Value Creation ◽  
Emotional Support ◽  
Design Methodology ◽  
Instant Messaging ◽  
Role Performance ◽  
Content Type ◽  
Consumer Value ◽  
Depth Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to understand in-depth how consumers create value in their lives using WhatsApp, the leading mobile instant messaging (MIM) application. Design/methodology/approach The study adopts the perspective of customer-dominant logic (CDL) and uses a qualitative multimethod design involving 3 focus groups and 25 subsequent in-depth interviews. The research setting was Ecuador, a Latin American country. Findings Analysis and interpretation of the participants’ stories made it possible to identify and understand the creation of four types of value: maintaining and strengthening relationships; improving role performance; emotional support; and entertainment and fun. In addition, the present study proposes a conceptual model of consumer value creation as it applies to MIM. Practical implications Understanding the way consumers create value in their lives using MIM is important not only for organizations that offer MIM applications, but also for those companies that develop other applications for mobile phones or for those who wish to use MIM as an electronic word-of-mouth vehicle. Originality/value The current study is one of the first to address the topic of consumer behavior in the use of technologies from the perspective of CDL; this perspective enables an integrated qualitative vision of value creation in which the consumer is the protagonist.

Customer delight during a crisis: understanding delight through the lens of transformative service research

2020 ◽  
Vol 32 (1) ◽  
pp. 129-141 ◽  
Author(s):  
Donald C. Barnes ◽  
Jessica Mesmer-Magnus ◽  
Lisa L. Scribner ◽  
Alexandra Krallman ◽  
Rebecca M. Guidice
Keyword(s):  
Critical Incident ◽  
Service Providers ◽  
Psychological Theory ◽  
Well Being ◽  
Service Research ◽  
Service Encounters ◽  
Need Fulfillment ◽  
Content Type ◽  
Customer Delight ◽  
Service Experiences

PurposeThe unprecedented dynamics of the COVID-19 pandemic has forced firms to re-envision the customer experience and find new ways to ensure positive service encounters. This context has underscored the reality that drivers of customer delight in a “traditional” context are not the same in a crisis context. While research has tended to identify hedonic need fulfillment as key to customer well-being and, ultimately, to invoking customer delight, the majority of studies were conducted in inherently positive contexts, which may limit generalizability to more challenging contexts. Through the combined lens of transformative service research (TSR) and psychological theory on hedonic and eudaimonic human needs, we evaluate the extent to which need fulfillment is the root of customer well-being and that meeting well-being needs ultimately promotes delight. We argue that in crisis contexts, the salience of needs shifts from hedonic to eudaimonic and the extent to which service experiences fulfill eudaimonic needs determines the experience and meaning of delight.Design/methodology/approachUtilizing the critical incident technique, this research surveyed 240 respondents who were asked to explain in detail a time they experienced customer delight during the COVID-19 pandemic. We analyzed their responses according to whether these incidents reflected the salience of hedonic versus eudaimonic need fulfillment.FindingsThe results support the notion that the salience of eudaimonic needs become more pronounced during times of crisis and that service providers are more likely to elicit perceptions of delight when they leverage meeting eudaimonic needs over the hedonic needs that are typically emphasized in traditional service encounters.Originality/valueWe discuss the implications of these findings for integrating the TSR and customer delight literatures to better understand how service experiences that meet salient needs produce customer well-being and delight. Ultimately, we find customer delight can benefit well-being across individual, collective and societal levels.

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