Yen-Hao Hsieh and Soe-Tsyr Yuan
This study aims propose an innovative notion of the advanced technology based on the expectation theory and the emotion theory for a case study of the context-aware service system…
Abstract
Purpose
This study aims propose an innovative notion of the advanced technology based on the expectation theory and the emotion theory for a case study of the context-aware service system applied to the exhibition service sector.
Design/methodology/approach
To evaluate the feasibility of the notion of the advanced technology and the context awareness, the authors have collected and analyzed the data from three stakeholders through the real field applications of the mExhibition service system.
Findings
The evaluation results show that customers fairly enjoyed and were satisfied different exhibition customer experience journeys.
Originality/value
The originality of this paper is: facilitation of exquisite customer experience delivery via the advanced technology as evidenced by the mExhibition service system; exhibition service innovation through mExhibition; embodied value co-creation within the exhibition technology and mExhibition service system; and mExhibition commerce realization.
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Mekhail Mustak, Elina Jaakkola, Aino Halinen and Valtteri Kaartemo
Management of customer participation (CP) in service production and delivery is of critical concern for service managers, as CP can result in various positive but also negative…
Abstract
Purpose
Management of customer participation (CP) in service production and delivery is of critical concern for service managers, as CP can result in various positive but also negative outcomes. However, an integrated understanding on how service providers can manage CP is still missing. The purpose of this paper is to gather and synthesize the extant knowledge on the constituents of CP management into a comprehensive framework, and to offer an extensive agenda for future research.
Design/methodology/approach
A systematic literature review of existing research is conducted. A total of 181 journal articles are analyzed in five steps: attaining basic understanding, coding, categorization, comparison, and further analysis.
Findings
The authors provide identification and categorizations of the customer inputs, their antecedents, the management approaches, and the outcomes of CP. To date, CP management has been addressed from three distinct perspectives: human resource management that treats customers as partial employees; operations management that focusses on customer functioning during the service process; and marketing that highlights the roles and value outcomes for customers.
Research limitations/implications
The authors call for further research that addresses the relationships between the antecedents, customer inputs, management approaches, and outcomes of CP, and argue for extension of contextual diversity. The detailed research agenda provided is helpful for interested researchers.
Practical implications
The study offers managerial insights on how the degree and quality of CP can be improved by applying the various management methods examined in academic research.
Originality/value
As the first comprehensive review on this topic, this paper brings together the dispersed knowledge on CP, integrates it into a comprehensive framework of CP management, and paves the way for future focussed research.
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Wei-Lun Chang, Li-Ming Chen and Yen-Hao Hsieh
This research examined the social interactions of online game players based on the proposed motivation model in order to understand the transitions of motivation of online game…
Abstract
Purpose
This research examined the social interactions of online game players based on the proposed motivation model in order to understand the transitions of motivation of online game. The authors also separated samples into four categories to compare the difference of different type of online game players.
Design/methodology/approach
This study proposed a motivation model for online game player based on existence–relatedness–growth theory. The authors also analyze the transitions of motivations via first-order and second-order Markov chain switching model to obtain the journey of online to offline socialization.
Findings
Teamwork–socialization players preferred to make friends in their online gaming network to socialize. Competition–socialization players were mostly students who played games to compete and socialize and may share experience in online or offline activities. Teamwork–mechanics players purely derived pleasure from gaming and were not motivated by other factors in their gaming activities. Competition–mechanics players may already have friends with other gamers in real life.
Research limitations/implications
More samples can be added to generate more generalizable findings and the proposed motivation model can be extended by other motivations related to online gaming behavior. The authors proposed a motivation model for online to offline socialization and separated online game players into four categories: teamwork–socialization, competition–socialization, teamwork–mechanics and competition–mechanics. The category of teamwork–socialization may contribute to online to offline socialization area. The category of competition–mechanics may add value to the area of traditional offline socialization. The categories of competition–socialization and teamwork–mechanics may help extant literature understand critical stimulus for online gaming behavior.
Practical implications
The authors’ findings can help online gaming industry understand the motivation journey of players through transition. Different types of online games may have various online game player's journey that can assist companies in improving the quality of online games. Online game companies can also offer official community to players for further interaction and experience exchange or the platform for offline activities in the physical environment.
Originality/value
This research proposed a novel motivation model to examine online to offline socializing behavior for online game research. The motivations in model were interconnected via the support of literature. The authors also integrated motivations by Markov chain switching model to obtain the transitions of motivational status. It is also the first attempt to analyze first-order and second-order Markov chain switching model for analysis. The authors’ research examined the interconnected relationships among motivations in addition to the influential factors to online gaming behavior from previous research. The results may contribute to extend the understanding of online to offline socialization in online gaming literature.
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The purpose of this study is to establish a comprehensive service recovery mechanism by analyzing different behaviors of customers with different personality traits after service…
Abstract
Purpose
The purpose of this study is to establish a comprehensive service recovery mechanism by analyzing different behaviors of customers with different personality traits after service failures and by proposing different service recovery measures that service providers could adopt based on diverse customer personality traits.
Design/methodology/approach
This paper constructs a service recovery mechanism based on a signaling game theory by considering customers and service providers as two players in the game and analyzing possible outcomes under both separating and pooling equilibria to achieve an optimized strategy and set of actions that allow the highest payoffs for both service providers and customers.
Findings
This study successfully simulated the separating equilibrium and pooling equilibrium between service providers and customers in a signaling game with incomplete information. It also provides a reference for service providers to design service recovery strategies after service failures. By using this model, when facing problems related to service failures and service recovery, service providers will have a better chance of increasing the service recovery success rate, improving customer satisfaction and achieving optimal payoffs for both themselves and their customers.
Originality/value
Based on concepts of service science, this study designed a service recovery mechanism by applying the signaling game from game theory and introducing personality traits theory to the service recovery scenario so that service providers are able to execute service recovery after service failures more effectively. This study proposed a service recovery mechanism based on the perspectives of both service providers and customers, considering the mutual influence of key variables related to both of them, as well as the context of service failures, customers’ personality traits and service providers’ available resources. Many studies have applied personality traits to different fields; however, to the best of authors’ knowledge, few studies have applied this concept to service-related subjects, and only the influence of employees’ personality traits on service providers has been discussed.
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Yen-Hao Hsieh and Wei-Ting Chen
The purpose of this study is to create a value variation measurement model to define the relationship among various roles in resource management within a service system; and…
Abstract
Purpose
The purpose of this study is to create a value variation measurement model to define the relationship among various roles in resource management within a service system; and divide value creation into two states (i.e. cocreation and codestruction) and use them as crucial indicators for value variation by adopting the service-dominant logic and using the Markov switching model.
Design/methodology/approach
This study proposed that variations in value are similar to changes in economy because both are abstract, indefinable and not easy to identify. Therefore, this study used the Markov switching model to define the state of value through value cocreation and codestruction; analyze value variations in a service system; and provide a numerical evaluation method by using the concept of probability to depict state transitions. In addition, open data from the Kaohsiung City Government’s 1999 call center were collected to address the aforementioned research objectives. The 1999 call center (service provider) offers citizens (customers) efficient consultant services to help them solve problems regarding the city government’s affairs or policies. Thus, this call center can be considered a complex service system.
Findings
This study revealed that the call center can utilize the analysis results of the Markov switching model on answer rates to predict service quality patterns. In addition, most first call resolution rates occurred under State 1 (value cocreation). To address problems caused by accidental or rare events, the call center should formulate policies to increase people and technical resources and improve service system effectiveness.
Originality/value
Enterprises currently focus on catering to customers’ needs and offering services through comprehensive service procedures to sustainably generate multiple values for customers, helping them to create values. Previous studies have mostly focused on analyzing the values of a service system and have failed to extensively explore actual value variations. Thus, the value variation measurement model proposed in the present study was able to analyze value variations of a set of call center data and illustrate value variations by using state transitions.
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Crystal T. Lee, Ling-Yen Pan and Sara H. Hsieh
This study investigates the determinants of effective human and artificial intelligence (AI) relationship-building strategies for brands. It explores the antecedents and…
Abstract
Purpose
This study investigates the determinants of effective human and artificial intelligence (AI) relationship-building strategies for brands. It explores the antecedents and consequences of consumers' interactant satisfaction with communication and identifies ways to enhance consumer purchase intention via AI chatbot promotion.
Design/methodology/approach
Microsoft Xiaoice served as the focal AI chatbot, and 331 valid samples were obtained. A two-stage structural equation modeling-artificial neural network approach was adopted to verify the proposed theoretical model.
Findings
Regarding the IQ (intelligence quotient) and EQ (emotional quotient) of AI chatbots, the multi-dimensional social support model helps explain consumers' interactant satisfaction with communication, which facilitates affective attachment and purchase intention. The results also show that chatbots should emphasize emotional and esteem social support more than informational support.
Practical implications
Brands should focus more on AI chatbots' emotional and empathetic responses than functional aspects when designing dialogue content for human–AI interactions. Well-designed AI chatbots can help marketers develop effective brand promotion strategies.
Originality/value
This research enriches the human–AI interaction literature by adopting a multi-dimensional social support theoretical lens that can enhance the interactant satisfaction with communication, affective attachment and purchase intention of AI chatbot users.
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Yen-Hao Hsieh and Soe-Tsyr Yuan
The purpose of this paper is to propose a service-dominant (S-D) logic-based input-output analysis approach to systematically measure the effects of technology spillover in the…
Abstract
Purpose
The purpose of this paper is to propose a service-dominant (S-D) logic-based input-output analysis approach to systematically measure the effects of technology spillover in the service sector.
Design/methodology/approach
This study uses a case to demonstrate the feasibility and contributions of the S-D logic-based input-output analysis approach.
Findings
This study adopted the idea of customer involvement to formulate the S-D logic-based input-output analysis approach. Service providers can apply this systematical approach to find potential opportunities to spread information technology and co-create values with customers.
Originality/value
The S-D logic-based input-output analysis approach has elasticity to dynamically employ different perspectives to evaluate the effects of technology spillovers in order for integrity and precision. The proposed approach is to delineate the possible target values that related to specific services based on the notions of operant resources and customer involvement in a selected service sector. Service providers within the service sector have to offer innovative service activities and manage existing services for customers to participate in.
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Anna-Sophie Oertzen, Gaby Odekerken-Schröder, Saara A. Brax and Birgit Mager
The purpose of this paper is to assess, clarify and consolidate the terminology around the co-creation of services, establish its forms and identify its outcomes, to resolve the…
Abstract
Purpose
The purpose of this paper is to assess, clarify and consolidate the terminology around the co-creation of services, establish its forms and identify its outcomes, to resolve the conceptual pluralism in service co-creation literature.
Design/methodology/approach
A focused literature review screened the articles published in five major service research journals to determine relevant contributions on the concept of co-creation of services. Then, a thematic analysis identifies the forms, themes and outcomes of co-creating services in the set of 80 qualifying articles.
Findings
The study reduces conceptual pluralism by establishing different forms of co-creating services and developing an explicit definition of co-creation in services. The authors develop an integrative framework that recognizes involvement, engagement and participation as prerequisites for co-creation. Relating to the different phases of the service process, the specific co-creation forms of co-ideation, co-valuation, co-design, co-testing and co-launching are classified as regenerative co-creation, while the specific co-creation forms of co-production and co-consumption are recognized as operative co-creation. Both beneficial and counterproductive outcomes of co-creation are identified and arranged into a typology.
Research limitations/implications
The integrative framework illustrates that service providers and customers are involved, engaged and participate in co-creating services, which manifests in specific forms of co-creation; they attain beneficial and counterproductive outcomes (personal, social, hedonic, cognitive, economic and pragmatic); and are influenced by a contextual multi-actor network.
Practical implications
Co-creation in services is actionable; the typology of outcomes suggests service managers ways to motivate customers and employees to participate in co-creating services.
Originality/value
This paper defines and establishes the conceptual forms of co-creating services and the identified outcomes, and develops an integrative framework of co-creation in services.
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Anu M. Mitra, Yen Hsieh and Ted Buswick
This paper demonstrates how effectively developing visual skills from observing and analyzing works of art applies in developing leadership skills and examines one application…
Abstract
Purpose
This paper demonstrates how effectively developing visual skills from observing and analyzing works of art applies in developing leadership skills and examines one application where these artistic skills are viewed as specific thinking skills that are regularly used in new product development.
Design/methodology/approach
The lead author adapted a successful collaborative program of the Cincinnati Art Museum and the University of Cincinnati Medical School into a program for doctoral students at Union Institute and University, then taught the course numerous times, recording the results.
Findings
The anticipated results were observed, judging from qualitative measures such as instructor and student evaluations.
Research limitations/implications
This is a study of one course. To become an accepted practice, further study is needed in similar museum‐based learning situations.
Practical implications
At Union, the program has been adapted into a full course and should stimulate others in business, academia, and nonprofits to replicate the program.
Originality/value
The use of museum‐based training is widely used in medical training to increase diagnostic skills and empathy. It is less widely practiced in business and we believe this is the first program to adapt a successful medical training program to a successful leadership training program.
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Yen‐Hao Hsieh and Soe‐Tsyr Yuan
The purpose of this paper is to propose a conceptual framework of customer expectation management and a reference model of service experience design which are regarded as the…
Abstract
Purpose
The purpose of this paper is to propose a conceptual framework of customer expectation management and a reference model of service experience design which are regarded as the basic foundation to model the processes of service experience design for service operation strategies simulating and testing by employing a system dynamics approach.
Design/methodology/approach
System dynamics is the key approach which includes causal loop diagrams and stock and flow diagrams used to build the reference model of experience design. Simulations of the processes of service experience design have also been implemented by Vensim®.
Findings
It is found that the proposed reference model involving customer expectation management can successfully capture the key elements of the service experience design within service operation strategies. The system dynamics approach can effectively enable a macro viewpoint of service experience design for service operation strategies and policies.
Practical implications
With the proposed reference model of service experience design and the system dynamics modeling approach, service providers cannot only comprehensively examine the processes of service experience design in detail but also accomplish the strategies testing and simulating. Hence, service providers can make correct decisions to achieve the business goals via the simulation results beforehand.
Originality/value
This paper contributes to analyze and combine the idea of customer expectation management with service experience design and give rise to a unique reference model of service experience design that is shown to be valuable to service operation strategies testing and simulating based on the system dynamics perspective.