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Technology-based service experiences: A study of the functional and emotional dimensions in telecom services
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center. Karlstad University, Faculty of Economic Sciences, Communication and IT, Department of Business Administration.
2008 (English)Licentiate thesis, comprehensive summary (Other scientific)
Abstract [en]

As technology is invading the society of millions of people around the world today, more and more people are affected in their daily life by services such as Internet bank services, e-commerce, telecom services and ATM machines. Technical advances are providing new possibilities and solutions to many different customer needs. To be competitive on the market, companies must manage and take advantage of the opportunities technology is providing.

One of the characteristics of services which require a lot of technical integration is that it often involves little or no physical interaction between customer and service provider in the service encounter. Under these circumstances it is many times hard for companies to control how customers experience their services, since the customer response is not being directly revealed for the company. It is nevertheless important for service providers to understand how their present and potential customers are experiencing their offerings since this knowledge provide the acquisitions for the value of the service.

The present investigation aims to identify and analyze the dimensions that form the basis for the service experience and how it is linked to value in use. It further aims to study how users can contribute with information regarding the service experience within the technology-based service field.

The reason for choosing the technological base for this research is that it could be assumed, according to above mentioned arguments, that there is a need for service providers within the technological-based service field to better understand what their customers are experiencing. Also, these services are just in its initiation phase when it comes to service research and there is much to be done when it comes to understanding technology-based service experiences.

The research is based on a literature study of services experiences, as well as an empirical study of different functional and emotional dimensions of the technology-based service experience. Mobile phone users were invited to uncover the different aspects of their service experience and the value of different dimensions of service offerings created by other users and by companies.

The contribution of this study is a framework where the major influencing dimensions of a technology-based service experience are put together and describe how the service experience is linked to value in use. The study also presents results regarding how users can contribute with valuable information regarding the service experience by co-creating in a service development process. Users were found to be better when it comes to create services that satisfied several of the most demanded functions and emotions, among others functions that regarded cost saving, and emotions such as the feeling of security.

Place, publisher, year, edition, pages
Centrum för tjänsteforskning , 2008. , p. 44
Series
Karlstad University Studies, ISSN 1403-8099 ; 2008:3
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-1335ISBN: 978-91-7063-160-3 (print)OAI: oai:DiVA.org:kau-1335DiVA, id: diva2:5207
Presentation
2008-02-15, Karlstads universitet, Universitetsgatan 2, Karlstad, 14:00
Opponent
Supervisors
Available from: 2008-01-29 Created: 2008-01-29 Last updated: 2011-12-21
List of papers
1. Value in use through service experience
Open this publication in new window or tab >>Value in use through service experience
2008 (English)In: Managing Service Quality, ISSN 0960-4529, E-ISSN 1758-8030, Vol. 18, no 2, p. 112-126Article in journal (Refereed) Published
Abstract [en]

Purpose – The aim of this article is to propose a framework for a new perspective on the total service experience, which dimensions influence it, and how a service experience is linked to value in use.

Design/methodology/approach – The article is conceptual and suggests a new theoretical frame of reference describing value in use through service experience in technology-based services.

Findings – According to this article, a service experience is the total functional and emotional value of a consumed service. The service experience is unique to every individual customer and the service consumption situation. Value in use is the cognitive evaluation of the service experience.

Research limitations/implications – The framework is discussed in the context of technology-based services and will provide a basis for future research. Empirical studies are called for concerning service experiences in different kinds of service contexts.

Originality/value – This article contributes a new framework, illustrating the service experience, which dimensions influence the service experience, and how it is linked to value. The framework is placed in a context of technology-based services. Unique to these kinds of services is a lack of personal interaction between the service producer and the customer.

Keywords
Customer satisfaction, Functional differentiation, Services, Value-in-use pricing
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-1959 (URN)10.1108/09604520810859184 (DOI)
Available from: 2008-01-29 Created: 2008-01-29 Last updated: 2017-12-07Bibliographically approved
2. Increased understanding of service experiences through involving users in service development
Open this publication in new window or tab >>Increased understanding of service experiences through involving users in service development
2009 (English)In: European Journal of Innovation Management, ISSN 1460-1060, E-ISSN 1758-7115, Vol. 12, no 2, p. 243-256Article in journal (Refereed) Published
Abstract [en]

Purpose – The purpose of this paper is to bring better understanding to how involving users in the development process of new mobile phone services can increase understanding of the overall service experience in a technology-based service setting.

Design/methodology/approach – The paper is based on an experimental setting which aims to emulate the involvement of users in a service development process in order to provide information regarding the overall service experience. This is done by letting users evaluate both user- and company-created services.

Findings – Users are found to be an important information source when it comes to understanding the overall service experience of technology-based services. The paper shows that users are to some extent better at coming up with services regarding value in use. The findings show that some of the most important experience outcomes that are demanded, functionally related outcomes, are better met by user-created services.

Research limitations/implications – The paper provides empirical evidence regarding the importance of a user perspective when it comes to understanding both the functional and emotional parts of the overall technology-based service experience. The result of this paper implies a more advanced user focus during service development in order to be able to know what it is that creates value for technology-based service users. Just how technology-based services are functionally and emotionally experienced by their users is a fairly new research area and more empirical studies regarding this subject will be called for in the future.

Originality/value – This paper provides evidence of the importance of a user perspective when creating value propositions for technology-based service users. From a managerial point of view, it is of interest to see whether it will be possible to learn more about the users' service experience of technology-based services by involving them in the development process.

National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-1960 (URN)10.1108/14601060910953997 (DOI)
Available from: 2008-01-29 Created: 2008-01-29 Last updated: 2017-12-07Bibliographically approved

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