Digital and Cybernized Services
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ItemInvestigating Modular Reuse as an Underlying Mechanism of Conceptualization during Service Design – the Case of Key Activity Orchestration( 2021-01-05)The ability to effectively conceptualize services plays a key role in service design. Yet, action-relevant insights for service designers on how this crucial phase of service design could be systematically pursued remain surprisingly limited. This paper explores "modular reuse", a frequently used principle to efficiently implement and modify service processes in downstream, i.e. implementation, activities as a possible underlying mechanism to inspire and facilitate the conceptualization phase. In a Design Science Research approach, we develop and formatively evaluate three design principles, which enable the purposeful reuse of existing service elements for the conceptualization of new services. This research contributes by 1) tapping into novel ways to improve the conceptualization phase of service design, proposing an underlying mechanism to increase its effectiveness; 2) providing initial design principles that serve as prescriptive guidelines in the creation of new methods and tools to leverage the idea of modular reuse for the conceptualization of new services.
ItemHybrid Service Recovery: Design for Seamless Inquiry Handovers between Conversational Agents and Human Service Agents( 2021-01-05)The effort of companies to deploy conversational agents (CAs) for customer self-service has been renewed due to their recent technological improvements. Despite their efficiency in processing recurring simple customer inquiries, limited capabilities of CAs to handle complex inquiries still lead to service failure and unsatisfied customers. Therefore, we propose a hybrid service recovery strategy with real-time handovers of inquiries from CAs to human service agents (HSAs), if CAs’ capabilities are exceeded. Following a Design Science Research (DSR) approach, we present design principles (DPs) for the inquiry handover scenario, based on meta-requirements (MRs) derived from literature and expert interviews. By evaluating the DPs via prototype instantiation and process modulation, the suitability and interdependence of CAs’ information collection activities and information presentation for handover could be verified.
ItemHarnessing User Values to Understand Value Co-Creation and Co-Destruction in Augmented Reality Mobile Games( 2021-01-05)This paper explores the phenomena of value co- creation and co-destruction in augmented reality (AR) mobile games. More specifically, we aim to achieve an in-depth understanding of value co-creation and co- destruction occurring in Pokémon GO and the user values underlying these occurrences. Service-dominant (S-D) logic provides our study with a lens for understanding users as active co-creators, co- destroyers, and determinants of value. Further, the means-end theory establishes users’ personal values and goals as the basis for service value determination. We uncover key values highlighted in users’ positive and negative gaming experiences through a qualitative content analysis of 43 in-depth laddering interviews conducted with active Pokémon GO gamers in Finland. Our study contributes to the IS and service research literature by demonstrating how user values may be operationalized to measure and understand value co- creation and co-destruction from service users’ perspective, supporting value-based design and development of digital services.
ItemFostering Visibility, Commitment and Trust on Digital Platforms: Insights into Personal Engagement Platforms from the DACH Region( 2021-01-05)Engagement platforms (EPs) are an essential technology to enable modern co-creation and service innovation. Therefore, the design of these platforms is receiving increasing attention in research. In this study, we thus conducted expert interviews with founders, CEOs, and managers of 14 personal and household-related service platform companies from the DACH region, to gain insights into their activities and mechanisms for creating and maintaining successful EPs. Drawing from a preceding literature analysis, we offer a categorization according to the four categories: easing the entry, identifying mutual needs and problems, supporting co-creation, and facilitating service innovation. In addition, the data analysis found that the measures and activities carried out by platform owners are motivated by three concepts: trust, commitment and visibility. Overall, 29 mechanisms were identified, which aid in designing EPs. Thereby, both scholars and practitioners are presented with actionable knowledge to advance their EP endeavors.