CHAPTER 1 INTRODUCTION
1.3 Objective and Contribution of the Study
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propose a prominent methodology to develop a high-performance cyber-physical service system.
III. The effect of technology spillover
After proposing an innovative methodology of a high-performance cyber-physical service system, it is necessary to implement the ideas to the real world in practice. Although the proposed methodology is grounded with fundamental theories and literatures, to contribute to the businesses, the methodology is expected to help service providers not only get actual responses to improve their service operations from the real data but also deliver high-quality service experiences to customers and co-create values with them.
1.3 Objective and Contribution of the Study
Combining service experiences, operations design and management with customer expectation management is an extremely complex and tough issue, but these key factors of service experience delivery must be taken particularity into consideration. Service providers have to provide high-quality service experiences with customers to achieve customer satisfaction and service values through meticulous design approaches. However, the existing resolutions and methods of service experiences, operations design and management are not sufficient to figure out aforementioned problems.
This research may lead to a better understanding of the relations and influence key elements of service experience delivery. It aims to propose a systematical and integrative approach for expectation-based experiences and operations design and management. Accordingly, this study would like to propose possible solutions to cope with aforementioned research questions. The main objectives of this study are
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(1) Clarifying the relations and influences of key factors for developing a cyber-physical service system.
While building a service system, the key factors should be definitely examined in order to clarify the relations and effects among the factors. Furthermore, the different considerations of the cyber-physical service system could be addressed compared to the traditional physical service system.
(2) Establishing an innovative customer expectation measurement model to assess and manage customer expectation in real time environments.
Customer mental state is a key to influence the final customer perception and behavior. This study attempts to build an innovative mechanism for measuring customer expectation in real time environments. Service providers can immediately and dynamically understand customer expectation and deliver appropriate services to customers by the innovative customer expectation measurement model.
(3) Proposing a theoretical and systematical mechanism of delivering high-quality service experiences.
In order to achieve customer satisfaction and business goals, this research aims to propose a theoretical and systematical mechanism to design and manage service experiences and operations. In other words, the proposed mechanism can ensure to deliver high-quality service experiences to customers through precise calculations, fundamental theories and systematical processing logics.
(4) Building an S-D logic approach to evaluate the effects of technology spillover while considering applying to the business practice.
When the proposed mechanism has sufficient evidences, such as employing simulations, experiments, or case study, manifesting the feasibility of implementation
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in practice (namely, technology spillover) is the approach to find the application domain of the proposed mechanism for demonstrations will deem important. This study tries to establish an S-D logic approach to evaluate the effects of technology spillover.
This study may be critically important in laying the groundwork for understanding how service providers design and manage service experiences and operations by utilizing a systematical and integrative approach. Therefore, this study aims to propose above significant objectives which can contribute to several academic and managerial fields as listed below.
(1) Synthesizing the various considerations for delivering high-quality service experiences.
This work analyzes the various and critical factors (including service encounter, service operation, customer mental state, and service design) that can influence the performance (i.e. customer satisfaction, business goals, and service values) of delivering service experiences. Besides, synthesizing the various considerations is a key to build a systematical and integrative approach for service experience and operation design and management. Service providers can immediately and exactly provide appropriate services with customers through the systematical and integrative approach. Thus, the synthesis not only can lead academic researchers to have clues in further develop and extend the applicable fields, but also to provide the guidelines of designing and managing service experiences and operations with service providers.
(2) Providing the significant evidences for the feasibility of implementing the notion of customer expectation management in practice.
Though customer expectation management has been continuously discussed and investigated across different disciplines, how to apply this idea into the real practice is
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still a tough and complicated issue in terms of difficulty in measuring customer expectation. This study proposes a customer expectation measurement model to evaluate the states of customer expectation via theoretical and quantitative methods during service experience delivery. The research results can shows that service providers can immediately realize and manage customer expectation by delivering high-quality services of the proposed mechanism.
(3) Advancing the suitable strategies of experiences and operations design and management.
Since service experience delivery can be considered a service system with dynamic processes, the suitable strategies of experiences and operations design and management are extremely essential to be set. This research advances the feasibility of the proper strategies to form a service system (i.e. by considering the aforementioned key factors) for service provider to apply in practice. Furthermore, the researchers can further analyze the emerging effects of service value of the proposed strategies while considering experiences and operations design and management.
(4) Ensuring a quality fulfillment of the cyber-physical service services.
As noted previously, service is to provide customers with proper resolutions to meet their needs in turn to deliver high-quality and memorable service experience, as this will involves a complex management of many factors and resources. For cyber-physical services, this study provides a systematical and integrative approach for managing the service experience and operation design and customer expectation.
In summary, with the aforementioned research objectives and attempted research contributions, we are expected to develop several research results, including establishing a systematical methodology for service experience and operation design
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and management, building a customer expectation measurement model to assess customer expectations in real time, building a prototype of an exhibition service system for demonstrating the proposed methodology and the concept of the Exquisite Technology, conducting a multimethod (including a single case study, interviews, simulations and questionnaire surveys) to evaluate and illustrate the novel theoretical concept, and developing a S-D based input-output analysis approach for measuring the effects of technology spillover, that will be described in details in following chapters. In addition, according to these objectives and contributions of this research, we conclude the critical statements for the definition of expectation-based experience and operation design and management as follows.
Definition 1-1: Systematical and integrative methodology of expectation-based experience and operation design and management: means aiming to provide customers with memorable, high-quality, suitable and experiential journeys by managing customer expectation and service operations in dynamical and real time service surroundings based on a series of scientific and theoretical methods in order for high customer satisfaction and value creation.