Value logics for service innovation: practice-driven implications for service-dominant logic

Service-dominant logic (SDL) provides a conceptual understanding of and widens the view on value creation in service innovation for product-centric companies. However, empirical research linking SDL and service innovation is still limited albeit expanding. This study provides insights beyond existing discussions on product and service dimensions using the theoretical lens of the value logic perspective. More specifically, the purpose of this study is to examine how value can be understood, targeted, and created in the pursuit of service innovation by product-centric manufacturing companies. Building on a previous investigation of two multinational product-centric manufacturing companies, this paper identifies and develops a theoretical model to describe the space shift in service innovation with four different kinds of value logics, namely, product-based value logic, service-based value logic, virtual-based value logic, and systemic-based value logic. Using a digitalization-driven new service innovation, namely the My Control System, which is a web-based service delivery platform, this paper describes space shifts to enhance value through four value logics as efforts. Further, challenges associated with different value logics are described in terms of complexity traps and service gaps. The study also contributes to bridging the gap between SDL theory and practice by developing a midrange theoretical model for value creation as a specification and amendment to SDL that supports SDL-guided service innovation and servitization in practice.     

基于利益相关者关系质量改进的商业模式价值创造分析

从利益相关者关系质量、连续质量改进理论出发,采用理论分析和逻辑推理方法,考察了利益相关者关系质量、质量维度、维度层次性,提出了利益相关者关系质量连续改进的构想,并建立由焦点企业、利益相关者及跨越二者边界活动所组成的关系质量改进框架。在此基础上,分析了关系质量改进下的价值创造逻辑、过程和机制,阐释了关系质量改进对焦点企业与利益相关者之间的产品和服务交易效率、资源和能力互补、业务和活动锁定以及网络价值传递的影响,为企业商业模式创新和价值创造实践提供借鉴。     

顾客价值创新及其战略效应

基于顾客价值创新营造的是一种基于逻辑的竞争优势,它是对传统竞争对抗性战略逻辑的一大突破。顾客价值创新的战略焦点不在于竞争而在于顾客,不是为了击败竞争对手,也不是要比竞争对手做得更好,而是通过顾客价值创新,为顾客提供更具价值的产品或服务,以满足不断变化着的顾客需求与偏好。本文通过分析顾客价值创新的两种模式,探讨了顾客价值创新的战略效应。     

Employee involvement in ideation and healthcare service innovation quality

ABSTRACT

This study hypothesizes and empirically tests the influence of involvement of (1) frontline employees and (2) top managers in ideation process on healthcare service innovation quality. Based on data from 168 service innovation projects in Dutch healthcare organizations, the empirical results indicate that frontline employee involvement and top management involvement in, respectively, idea generation and idea application both improve the quality of healthcare service innovation. We find that the positive effect of frontline employee involvement is stronger under the condition of higher service innovativeness. In the direct relationship of top management involvement and healthcare service innovation quality, our data do not show such a moderating effect. The key and general managerial implication of the findings is that healthcare organizations are inspired to involve frontline employees in the idea generation processes and involve top managers in the idea application processes of service innovation projects, in order to improve innovation quality.     

服务主导逻辑下的农产品电商供应链商业模式创新研究

农产品电商近年来发展迅速，但整体的市场渗透率不高，消费者对农产品电商的信任程度和感知体验均有待提升，很多电商企业处于亏损经营状态。传统的以产品为核心的运作及流程改进无法有效解决当前农产品电商存在的问题。在新消费趋势下，需要以服务为核心实施农产品电商供应链创新。为此，文章深入探讨了服务主导逻辑下的农产品电商供应链模式创新问题。研究发现，为了适应消费升级的需求，农产品电商供应链应由产品供应链转变为服务供应链，基于服务理念创新供应链模式。服务主导逻辑下农产品电商供应链的核心要素包括重视过程和体验、顾客参与和价值共创、服务导向。基于服务主导逻辑的农产品电商供应链模式创新包含三个层次，分别为基于整合解决方案的创新、基于服务场景的创新、基于服务生态系统的创新。     

Service providers’ sustainable service innovation: service-dominant logic

This study examined the service innovation in different service providers with multiple case-study approach. From the perspective of service-dominant logic, four service innovation development models can be distinguished in Technology Development Program companies in Taiwan, including service system integrator and niche market, innovative service solution provider and niche market, innovative service solution provider and mass market, and service system integrator and mass market. Service providers develop ICT platforms, customer relationship management systems, community commerce services, and multi-channel services that are appropriate for a specific industry. On the one hand, active improvement of ICT service system integration extends company capabilities toward external cooperative partners through the provision of integrated product services and comprehensive solutions. On the other hand, innovative service solutions optimize consumer experience and customer relationship management and improve business effectiveness and reduce operations costs due to an important role assigned to services and experience in product sales.     

Embedded Relationships: Implications for Networks,Innovation, and Ecosystems

In today’s dynamic market environment, no single actor has enough knowledge and sufficient human resources to innovate on a globally competitive level. This trend has accelerated the need for a deeper understanding of relationship management in alliances, virtual corporations, and networks to maximize capacity for innovation. We refer to these structures as service ecosystems and propose a framework for investigating how innovation occurs in service ecosystems. Specifically, we review the conceptualization of relationship as it has evolved from the relationship marketing, service and business-to-business marketing, and service-dominant logic literature. Then, we draw on centrality and embeddedness to explicate how actors in these service ecosystems draw on resources from their extended networks for innovation. We propose an embedded relationships framework for investigating innovation as a dynamic and continuous ecosystem of information seeking and information processing. Future research directions are discussed.     

Quality management as a driver of innovation in the service industry

This study identifies the combination of factors that lead to quality management reinforcing innovation capability as an organization’s strength. The results from 133 Spanish service organizations show that competitive strategy, manager’s motivation to adopt quality management, and customer orientation are the key factors that explain the presence of innovation capability as a firm’s strength. As some pioneering research points out, the impact of quality management on innovation depends mainly on managers’ interpretation of this management philosophy. When quality management focuses on discovering new customer needs and even new markets, it contributes to strengthen the organization’s innovation capability.     

To Technovate or Not to Technovate? Examining the Inter-Relationship of Consumer Technology,Museum Service Quality,Museum Value,and Repurchase Intent

Increased reliance on technology has driven museums to consider the technology required to provide a creative cost effective experience. Technovation is a process of developing and innovating services using technology. This research will contribute to a better technology investment decision-making for museum managers and advance understanding of consumer value, co-creation, technology use and museums. Structural equation modelling was conducted on a survey administered to 412 museum visitors to test technology efficacy, technology acceptance, service quality, museum value and repeat intent in museums. Results indicate the significant relationships of technology self-efficacy, technology acceptance, service quality, museum value to repurchase intention. Consumers supported the role of technology and suggested that technology innovation in museum service delivery is essential. The research suggests that to ensure value co-creation, technology management must guide and support the visitor with the interaction. This is the first known paper testing this system of relationships in the museum context.     

物流服务供应链的研究——从供应到需求的视角转变

服务业的快速发展让研究学者开始重新认识服务,对服务概念的不同理解形成了不同的服务逻辑观。文章从结构、管理要素、价值创造、利益协调四个方面分析了传统物流服务供应链的理论架构,运用服务主导逻辑分析物流服务供应链,提出应当将物流服务供应链的研究视角从保障能力供应向满足客户需求转变,重视客户在物流服务供应链中的地位与作用。在此基础上,文章分析了需求视角下物流服务供应链中企业客户与服务提供商共同创造服务价值的价值创造机理与利益共享形成机制等问题,提出三个进一步研究的方向。     

Value co-creation among hotels and disabled customers: An exploratory study

This study examines how service supplier and buyer value co-creation influences buyers' attitudes toward service providers. Service-dominant logic is a prevalent concept in the services industry, providing an important marketing theory in which intangible resources, co-creation of value, and relationships are the keys to determining marketing exchanges. This research describes a model for analyzing value co-creation management in the hotel industry, focusing on the specific market segment of disabled customers. This framework helps foster value co-creation to increase the benefits for participants during each stage of their relationship. The paper also presents the managerial implications of the research findings.     

高端服务业发展运行机制构建

加快高端服务业发展是产业结构变化规律和经济发展规律的必然要求。企业是服务业产业价值链上最基本的"价值点",是高端服务业发展的基础;产业融合是加快高端服务业发展的有效途径;产业聚集是推进高端服务业发展的高效平台;管理创新和政府职能转变是高端服务业快速发展的必要条件;技术创新是高端服务业发展的先导和根本。必须建立以产业融合为路径、以产业聚集为载体、以技术创新为先导、以管理创新和政府转型为支撑的全方位、多层次、立体化的高端服务业高速发展运行机制。     

我国专业化创业服务体系的研究与思考

创新驱动正成为我国经济高质量发展的关键，创业服务平台作为我国中小微企业创新创业的重要载体，服务模式和服务质量对助力创新经济具有重要意义。通过梳理国内众创空间、大学科技园、科技企业孵化器等多层面的创业服务平台运营现状，分析创业服务体系对科技创新和产业发展的显著作用，提出专业化服务能力建设对于推动战略性新兴产业的快速发展，支撑我国产业创新发展和“双创”升级具有重要价值并提出相应的推进策略。     

管理创新的经济学思考

管理创新作为一种内生变量 ,学术界对其经济意义及其逻辑出发点问题没有给予应有的关注。经济绩效是企业管理创新的逻辑出发点和归宿点。但是 ,管理创新既不必然等于经济性 ,也不必然等于不经济性。由于外部环境的不确定性与信息的不完全性、管理创新过程的动态性和复杂性、创新主体的有限理性与创新能力的有限性、支持性资源的不可或缺性、管理创新绩效的测不准性等因素的制约 ,决定了管理创新可能会导致不经济性 ;但只要选择有效的管理创新 ,依赖正确的创新路径和企业家精神等因素 ,管理创新又会达成经济性的标的。     

“同品不同价”:价值感知与定价差异——基于当当网自营与入驻商家的比较

平台经济发展日益加剧网络零售市场竞争和价格离散,商家间同商品定价差异背后的理论逻辑亟待厘清。由于消费者对商品各价值特征存在差异偏好,从而产生不同程度的溢价意愿。研究表明:商家在质量、服务、评论反馈方面所代表的价值感知差异对不同商家商品定价差异的传导机制有显著影响。其中,商家间的服务体验价值差异对网络商品定价的提升影响效用明显,评论反馈所代表的信息价值在初次购买后的影响力减弱。面对价格分档,市场上价格敏感者更看重功能价值,追求物美价廉;中高价位商品的消费者更注重增值服务的体验价值感知。互联网零售商要有针对性地制定相关价值感知提升策略;相关管理部门要防范"感知过度"式哄抬物价以维护市场竞争秩序。     

Electronic and in-person service quality of hybrid services

The service industries have experienced dramatic changes in service delivery format because of fast-paced innovation in information technology. Hybrid services involve service deliveries through conventional and technology-enabled environments, each of which is complementary and non-interchangeable. However, limited research has examined consumer behavior in response to a series of relevant service episodes in different channels at different points in time. In other words, how customers perceive service quality at each service encounter and how the cumulative effect of these perceptions influences customers’ overall service value assessment and satisfaction remain unclear. This study addresses this research gap by investigating the sequential influence of e-service quality on in-person service quality in a hybrid service format in which interpersonal and computer-mediated services coexist but at different points in time. Empirical analysis shows that e-service quality directly and positively affects in-person service quality, which fully mediates the effects of e-service quality on perceived value and customer satisfaction. The sequence of service encounters matters because in-person service quality perception has a stronger effect than e-service quality on customer metrics. Cumulative quality perceptions significantly influence perceived value and overall customer satisfaction. Theoretical and managerial implications are presented in the discussion.     

企业家认知对家族企业制度变迁影响的实证研究

以江苏、上海、浙江110家中小家族企业为样本,采用Spearman等级相关系数和Wilcoxon秩和检验两种方法,检测了家族企业家的创新价值观、创新动机、创新素质与家族企业制度变迁之间的关系。研究结果表明:家族企业家的创新价值观、创新动机以及创新素质对家族企业管理开放度有显著的影响,且企业家家族取向程度低,目标偏好于事业,创新素质高,家族企业管理开放度就高;反之,则管理开放度就低。家族企业家的创新价值观、创新动机以及创新素质对家族企业所有权开放度没有显著的影响。     

Cost-efficient co-creation of knowledge intensive business services

The most significant difference between industrialization-driven product marketing and digitalization-driven service marketing can be seen in the definition of value creation, and the exchange (integration) of resources. Industrialization created efficiency in scale, whereas digitalization requires customer-oriented business models and value co-creational service processes. This research follows the value co-creational and system integrational views of service-dominant logic. We have explored how relative profitability can be increased through efficient service productization. Our approach is twofold, we have explored the commercialization of co-created services (the servitization of product-service systems) and the enhancement of service production by service processes. We have created service management framework for modular service delivery where company resources be linked to cost-efficient co-creation services.     

Co-production and self-service: The application of Service-Dominant Logic

Abstract

Service-Dominant Logic (S-D logic) theory and related literature is reviewed to demonstrate S-D logic's potential to provide new insights for understanding an important contemporary issue in service delivery: the application of self-service technology (SST) to customer service. S-D logic considers operant resources to be the key to gaining a competitive advantage. Consequently, the most important aspect of the application of SST is the requirement for the customer to provide the operant resource at the point of transaction. It is argued that the implementation of SST could be improved by encompassing an understanding of the resources available to the customer and the value (or lack of value) experienced by the customer in using SST. Gaps in existing knowledge are identified, particularly in relation to the application of SST in business-to-business (B2B) contexts. An agenda for further research is outlined and a range of management implications are discussed.     

Service innovation as a political process

Service innovation processes are driven by stakeholders in interaction and are understood and sketched as a value negotiation process that consists of an iterative process of securing potential value in service. While previous research has focused on service innovation as a harmonious closed system, our study explores service innovation as a political process in which stakeholders negotiate to create and secure future value. Data are collected through interviews and participant observations in four different case studies. Our study contributes to the field by illuminating service innovation as a political process and explaining how this is operationalized. The findings also contribute to an understanding of how stakeholder resources impact a chosen strategy; the resulting strategy’s impact on the service concept vis-à-vis its potential value; and how several involved stakeholders formulate, negotiate, and secure future potential value, which are the activities that drive a service innovation process.