Project-based learning in human–computer interaction: a service‐dominant logic approach

Purpose This study aims to propose a service-dominant logic (S-DL)-informed framework for teaching innovation in the context of human–computer interaction (HCI) education involving large industrial projects. Design/methodology/approach This study combines S-DL from the field of marketing with experiential and constructivist learning to enable value co-creation as the primary method of connecting diverse actors within the service ecology. The approach aligns with the current conceptualization of central university activities as a triad of research, education and innovation. Findings The teaching framework based on the S-DL enabled ongoing improvements to the course (a project-based, bachelor’s-level HCI course in the computer science department), easier management of stakeholders and learning experiences through students’ participation in real-life projects. The framework also helped to provide an understanding of how value co-creation works and brought a new dimension to HCI education. Practical implications The proposed framework and the authors’ experience described herein, along with examples of projects, can be helpful to educators designing and improving project-based HCI courses. It can also be useful for partner companies and organizations to realize the potential benefits of collaboration with universities. Decision-makers in industry and academia can benefit from these findings when discussing approaches to addressing sustainability issues. Originality/value While HCI has successfully contributed to innovation, HCI education has made only moderate efforts to include innovation as part of the curriculum. The proposed framework considers multiple service ecosystem actors and covers a broader set of co-created values for the involved partners and society than just learning benefits.

Applying ISPAR Model of Service Dominant Logic on Mentoring a Part of Training and Development Function of HRM Functions

This is a conceptual article written to apply I-S-P-A-R model which was presented in 2009 by research scholars Maglio, Vargo, Caswel and Spohrer on the Mentoring in Service Dominant Logic (SDL) perspective. The author has taken a deep insight of mentoring which is a part of training and development: a function of the Human Resource Management in Good Dominant Logic (GDL) perspective. For this research, a wide range of literatures is reviewed and many disciplines have been explored which include mentoring roles, need, responsibilities, and context. Here, it is worthy to mention that mentoring and supervision are two different terms and both have different roles, too. Roles of supervisors are: boss, teacher, evaluator, expert and counselor; whereas mentoring consisted of assisting, befriending, guiding, advising and counseling. In service science, all the service systems do not fulfill the requirement to be a service system. There is also presented I-S-P-A-R which stands for Interact-Serve-Propose-Agree-Realize model of service system interactions episodes. This model is applied on mentoring in SDL perspective. At the end of this article, a conclusion is drawn and areas for further research have been mentioned.

Bifurcating the dynamic dominant logic: technical and evolutionary patterns of action

PurposeThis study proposed the integrative model of dynamic dominant logic (DL) with exploitation (EP) and exploration (ER) as a pattern of actions in endeavoring firm performance (FP). This study also intended to explain the multiple patterns of DL in creating technical and evolutionary fitness simultaneously.Design/methodology/approachThis study used a cross-sectional quantitative analysis of the Indonesian commercial banking population facing digital transformation and was analyzed using covariance-based structural equation modeling through parceling.FindingsThe model confirmed that DL positively affects EP and ER. It also revealed that DL indirectly impacts FP through EP, indicating changes in the traditional banking business through the strong acceptance of “new realities” in adapting to the rapid growth of technology. Hence, this study discovered that during the recent banking digital transformation, the beneficial inertia of the technical pattern of action might lose effectiveness in creating superior performance.Practical implicationsDL is vital in locking short-term performance while maintaining long-term performance opportunities through EP and ER to promote digital transformation. Accordingly, it induced banks to adopt new technology for value creation and fortifying competitive advantage.Originality/valueThis study provided a theory about how DL links the firm's decision-making process by promoting multiple patterns of action in achieving technical and evolutionary fitness. It highlighted the DL as a resource conceptualization that promotes resource development through EP and ER as microfoundation of dynamic capabilities during the tension of institutionalization and digital transformation.

Microfoundations for Macromarketing: A Metatheoretical Lens for Bridging the Micro-Macro Divide

Macromarketing is often contrasted with micro-views of dyadic relationships, such as firm/customer interactions and transactional exchange. However, developing solutions for “wicked” social problems that are often viewed through a macro lens requires an approach that considers multiple perspectives at aggregated levels of interaction. We propose a framework for bridging the micro-macro divide by applying a metatheoretical lens, based on service-dominant logic and its service-ecosystems view. This approach highlights the importance of studying value cocreation practices as a microfoundation of macrostructures and highlights the need for studying institutions and institutional arrangements at varying levels of granularity. We argue for consideration of a meso-level, which is conceptually nested between micro-actions and macro-structures and allows researchers to investigate the emergence of markets as institutionalized, and potentially sustainable solutions. Exploring multiple levels of interaction can aid researchers and practitioners in understanding the complexity of wicked problems and cocreating solutions for major societal challenges faced in the world today.

Perception of Fairness of Interaction in Handling Complaints of Users of Travel Agency Services: Evidence from Serbia and Croatia

Service-dominant logic observes the user as a co-creator of value in the process of providing services. In the case of a complaint, as a result of dissatisfaction, the user and the travel agency become a co-creator of the value of service recovery. The perception of interactionist fairness is one of the determinants of a user’s complaint behaviour. Interactionist fairness is seen in the extent to which users consider to be treated fairly in terms of their interaction with a travel agency employee during the service recovery process. The research presented in this paper is based on determining the differences in perception of fairness of interaction in handling complaints of users of travel agency services in terms of their socio-demographic characteristics. The survey was conducted on a sample that included 297 respondents from the territory of Serbia and Croatia. The proposed hypotheses were tested using the Mann – Whitney U test and the Kruskal–Wallis test. The purpose of this paper is to point out to travel agencies the importance of users’ reactions to unsatisfactory service as a kind of reflection of cooperation in service recovery. This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

17 YEARS OF SERVICE-DOMINANT LOGIC: VARGO AND LUSCH’S CONTRIBUTIONS

This article aims to examine the contribution of Vargo and Lusch (V&L) to service-dominant logic (S-D logic) thinking from the first time it appeared until now. No previous study has specifically analyzed all contributions of V&L since the phenomenon appearance of their article about this perspective in 2004. We identified a total of 146 titles of scientific publications by V&L with other authors on the S-D logic perspective over a period of 17 years (2004–2020). Each publication was analyzed through content analysis in several key aspects. This study found that the types of publications were dominated by journal articles and book chapters. There are 95 names of authors who have collaborated with V&L, mostly from the Americas and Europe. Based on the organization of origin of the researcher, 64 organizations have collaborated with V&L. All V&L publications are spread across 44 scientific journals, which include marketing and non-marketing journals or those from other social sciences. As a novelty, this study succeeds in explaining the evolution of S-D logic research over time based on V&L works through a systematic investigation. In this study, V&L’s efforts to institutionalize S-D logic can be traced.

E-Commerce in Agri-Food Sector: A Systematic Literature Review Based on Service-Dominant Logic

Agricultural e-commerce (AE) has attracted substantial attention within various research disciplines for several years. In this paper, we present a literature review of the recent state of AE research published from 2000 through to 2021 in 83 journals. Based on Service-Dominant Logic (S-D logic) and Qualitative Comparative Analysis (QCA), we identify six research themes, and a theoretical continuum is applied to reveal how research themes and scholarly approaches fit into the S-D logic framework. A general increasing trend in the number of articles confirms the escalating interest in AE research; however, different themes perform unevenly with S-D logic. Even though research themes such as Consumer Willingness are getting closer to S-D logic premises, and ideologies that are increasingly approaching S-D logic have been applied to analyzing AE topics, unfortunately, there remains a paucity of papers that wield S-D logic in the AE field. Our research focuses on an innovative emerging AE field and, simultaneously, provides an approach of integrating S-D logic into analyzing academic papers in the AE domain. This research may shed some light on future possibilities that S-D logic could support the co-creation of value between consumers and agribusiness managers, and other broader disciplines such as management and marketing.

Value cocreation research in tourism and hospitality: a comparative bibliometric analysis

Purpose The purpose of this study is to present a holistic review of journal articles on value cocreation in the tourism and hospitality field. By distinguishing similarities and differences in the contexts of China and other regions, the authors identify targeted research directions. Design/methodology/approach This study collected 438 English articles and 31 Chinese articles on value cocreation in tourism and hospitality published in the Web of Science, Scopus and China National Knowledge Infrastructure online databases. After analyzing the study location of all articles in the sample, the authors identified 79 English-language articles that adopted China as the context of the study. The first data set included non-China-focused publications and the second data set included China-focused publications. A comparative bibliometric methodology was conducted. Findings The results indicate similarities and differences between the two data sets in terms of research methods, topics and future research directions. Seven major concepts were identified in the first data set: hospitality value cocreation; the value generation process; key stakeholders; outcome variables; the application of service-dominant logic; peer-to-peer accommodation and destination management. Four research focuses were identified in the second data set: the application of customer-dominant logic; the value generation process; resource integration and the cocreation experience. Research limitations/implications This research contributes to the understanding of tourism and hospitality cocreation systems through literature analysis and encourages future research on the nexus of the Chinese and global contexts. This systematic investigation extends the concept of value cocreation by integrating its implementation process and value categories and further evaluates the consequences and benefits of value cocreation, which helps clarify how winners and losers can adjust their strategies accordingly. Originality/value The originality of this paper lies in the adopted comparative bibliometric analysis which comprehensively reviewed and compared the characteristics of value cocreation research across two contexts. In addition, the study dialectically assesses Chinese tourism cocreation phenomena and their impacts from a global perspective.