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The pursuit of value co-creation: Engineering service applications to achieve customer satisfaction

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4 Author(s)
Yolanda A. Rankin ; IBM Almaden Services Research organization, San Jose, CA 95120 USA ; Neil H. Boyette ; Isaac K. Cheng ; Vikas Krishna

Exceeding customers' expectations becomes the goal whenever service providers develop products or services based on the needs of their customers. From the perspective of service science, value co-creation or interactions between the service provider and the customer create a value proposition mutual to both service system entities. Utilizing the infrastructure of the interact-service-proposal-agreement-realized (ISPAR) model, we define a methodology for gauging value co-creation that emphasizes both interactivity and value proposition realization as critical factors. We conduct a comparative case study of the product development cycle of two service applications, strategic call management and custom call flow framework. Results indicate value co-creation is achieved when a high degree of interactivity is maintained throughout the product development cycle, resulting in a value proposition realization rate.

Published in:

Service Operations, Logistics and Informatics, 2009. SOLI '09. IEEE/INFORMS International Conference on

Date of Conference:

22-24 July 2009