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Article
Publication date: 7 September 2010

Anu Helkkula and Minna Pihlström

The aim of this is to present a new combined, projective technique, the event‐based narrative inquiry technique (EBNIT), and analyze how it adds to traditional interviewing…

2684

Abstract

Purpose

The aim of this is to present a new combined, projective technique, the event‐based narrative inquiry technique (EBNIT), and analyze how it adds to traditional interviewing techniques in service development contexts for yielding new service ideas and evaluating current service.

Design/methodology/approach

The paper proposes and tests the new EBNIT technique in three service development projects in the information and communication technology field. The technique combines principles from the narrative inquiry technique and critical incident technique (CIT) as well as the use of projective elements in the form of metaphors.

Findings

Metaphors combined with lived critical and imaginary events helps to generate creative new service ideas. Customer experiences may be employed to interpret unspoken, tacit knowledge, which is beneficial when companies want to learn and create something new with the customer.

Research limitations/implications

Metaphors are necessary in order to find truly new, customer‐oriented ideas. Through imaginary events, narratives are linked to lived experiences and make new ideas concrete and focused on issues that are relevant for customers in their daily lives in a broad context. In contrast to using solely CIT, narratives result in a dialogue that includes social and cultural aspects of events.

Originality/value

The narrative inquiry technique has not traditionally been used in service development. The paper suggests that when combined with the CIT and metaphors, narrative analysis becomes a manageable technique, which can be implemented in different service and product development settings.

Details

Qualitative Market Research: An International Journal, vol. 13 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 3 August 2012

Anu Helkkula, Carol Kelleher and Minna Pihlström

The purpose of this paper is to distinguish experiences from practices and relate this distinction to current developments in value research within service‐dominant (S‐D) logic…

2574

Abstract

Purpose

The purpose of this paper is to distinguish experiences from practices and relate this distinction to current developments in value research within service‐dominant (S‐D) logic and the broader service domain.

Design/methodology/approach

The paper provides a conceptual overview of how experiences and practices have been characterized in the literature to date, how they differ from each other, and if and where they intersect. Following this, the epistemological and methodological differences between practices and experiences are illustrated using narrated experiences and practical observations of car‐washing.

Findings

While practices are primarily routinized patterns of behaviour, experiences focus more on individuals' value determinations in different contexts. Thus, different types of methodology are needed to observe customers' behaviour in value‐creating practices and interpret customers' sense making of value experiences.

Research limitations/implications

Both phenomenological value experiences and value co‐creation practices contribute to value research: while practices are the shared possession of the collective, internal and individual differentiation is included in practices. Practices may change or evolve over time, possibly resulting in improved value outcomes or experiences. Opportunities and challenges should be considered by value researchers including the temporal nature of practices and experiences, evidence about value, and the intersubjectivity of social relations.

Practical implications

To better facilitate individual experiences and collective practices, service providers need to understand both experiences and practices in order to co‐create value with individuals and their networks.

Originality/value

This study is the first systematic attempt in service research to present an analysis of the distinction between experiences and practices, and to analyze the relevance of this distinction for value research.

Details

Journal of Service Management, vol. 23 no. 4
Type: Research Article
ISSN: 1757-5818

Keywords

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Article
Publication date: 3 August 2012

Johanna Gummerus, Veronica Liljander, Emil Weman and Minna Pihlström

Customer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect…

36016

Abstract

Purpose

Customer engagement is a concept that has emerged recently to capture customers' total set of behavioral activities toward a firm. The purpose of this paper is to study the effect of customer engagement behaviors on perceived relationship benefits and relationship outcomes.

Design/methodology/approach

An online survey of members of a gaming Facebook brand community, resulting in 276 usable responses from gaming customers.

Findings

Customer engagement was divided into “Community Engagement Behaviors” (CEB) and “Transactional Engagement Behaviors” (TEB). In addition, three relationship benefits were identified: social benefits, entertainment benefits and economic benefits. The engagement behaviors largely influenced the benefits received. Furthermore, the mediation analysis results show that the influence of CEB on satisfaction is partially mediated by social benefits and entertainment benefits, while the effect of TEB on satisfaction is fully mediated through the same benefits. The effect of CEB on loyalty is mediated through entertainment benefits.

Research limitations/implications

The findings are limited to one brand community. The findings have implications for further research on customer engagement.

Practical implications

The paper's findings give ideas about how firms can utilize Facebook communities to enhance satisfaction and loyalty by offering the right kinds of relationship benefits. Managers are encouraged to study customer engagement behaviors on, and perceptions of, all channels and to utilize this information for the development of their social media strategies.

Originality/value

Customer engagement is a newly introduced concept on which scarce empirical research exists, and there is very little evidence of its effect on customer relationships. This is the first paper to study customer engagement empirically on a Facebook brand community, and to relate customer engagement to relationship constructs.

Available. Content available
Article
Publication date: 3 August 2012

Evert Gummesson, Cristina Mele and Francesco Polese

561

Abstract

Details

Journal of Service Management, vol. 23 no. 4
Type: Research Article
ISSN: 1757-5818

Available. Content available
Article
Publication date: 7 October 2013

Kristina Heinonen, Maria Holmlund and Tore Strandvik

602

Abstract

Details

Journal of Service Management, vol. 24 no. 5
Type: Research Article
ISSN: 1757-5818

Available. Content available
Article
Publication date: 7 September 2010

Clive Boddy Robin Croft

489

Abstract

Details

Qualitative Market Research: An International Journal, vol. 13 no. 4
Type: Research Article
ISSN: 1352-2752

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Article
Publication date: 29 November 2018

Timo Pohjosenperä, Päivi Kekkonen, Saara Pekkarinen and Jari Juga

The purpose of this paper is to examine how modularity is used for enabling value creation in managing healthcare logistics services.

1750

Abstract

Purpose

The purpose of this paper is to examine how modularity is used for enabling value creation in managing healthcare logistics services.

Design/methodology/approach

Material logistics of four different kinds of hospitals is examined through a qualitative case study. The theoretical framework builds on the literature on healthcare logistics, service modularity and value creation.

Findings

The case hospitals have developed their material logistics independently from others when looking at the modularity of offerings, processes and organisations. Services, such as assortment management, shelving and developing an information platform, have been performed in-house partly by the care personnel, but steps towards modularised and standardised solutions are now being taken in the case hospitals, including ideas about outsourcing some of the services.

Research limitations/implications

This paper proposes seven modularity components for healthcare logistics management: segmentation, categorisation and unitisation of offerings, differentiation and decoupling of processes, and centralisation and specialisation of organisations. Thus, this study clarifies the three-dimensional concept of modularity as a cognitive frame for managing logistics services with heterogeneous customer needs in a rapidly changing healthcare environment.

Practical implications

Modularity offers a tool for developing logistics services inside the hospital and increases possibilities to consider also external logistics service providers.

Social implications

Managing healthcare logistics services through modularity has potential social implications in developing healthcare processes and changing the usage of health services. On a wider scale, modularity is helping healthcare systems reaching their goals in terms of service quality and cost.

Originality/value

This paper shows the context-specific antecedents of service modularity and the usage of modular thinking in managing healthcare logistics.

Details

The International Journal of Logistics Management, vol. 30 no. 1
Type: Research Article
ISSN: 0957-4093

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