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Article
Publication date: 24 April 2020

Lia Patrício, Daniela Sangiorgi, Dominik Mahr, Martina Čaić, Saleh Kalantari and Sue Sundar

This paper explores how service design can contribute to the evolution of health service systems, moving them toward people-centered, integrated and technology-enabled…

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1903

Abstract

Purpose

This paper explores how service design can contribute to the evolution of health service systems, moving them toward people-centered, integrated and technology-enabled care; the paper develops a research agenda to leverage service design research for healthcare transformation.

Design/methodology/approach

This conceptual study starts by analyzing healthcare challenges in terms of demographic trends and economic constraints, along with the problems of lack of people-centricity, dispersion of care and slowness in incorporating emerging technologies. Then, it examines the theoretical underpinnings of service design to develop a framework for exploring how a human-centered, transformative and service systems approach can contribute to addressing healthcare challenges, with illustrative cases of service design research in healthcare being given.

Findings

The proposed framework explores how a human-centered service design approach can leverage the potential of technology and advance healthcare systems toward people-centered care; how a transformative service design approach can go beyond explanatory research of healthcare phenomena to develop innovative solutions for healthcare change and wellbeing; and how a service systems perspective can address the complexity of healthcare systems, hence moving toward integrated care.

Originality/value

This paper systematizes and develops a framework for how service design can contribute to healthcare transformation. It identifies key healthcare application areas for future service design research and pathways for advancing service design in healthcare by using new interdisciplinary bridges, methodological developments and theoretical foundations.

Details

Journal of Service Management, vol. 31 no. 5
Type: Research Article
ISSN: 1757-5818

Keywords

Open Access
Article
Publication date: 25 August 2020

Gaby Odekerken-Schröder, Cristina Mele, Tiziana Russo-Spena, Dominik Mahr and Andrea Ruggiero

Loneliness and isolation are on the rise, globally threatening the well-being across age groups; global social distancing measures during the COVID-19 crisis have…

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10268

Abstract

Purpose

Loneliness and isolation are on the rise, globally threatening the well-being across age groups; global social distancing measures during the COVID-19 crisis have intensified this so-called “loneliness virus”. The purpose of this paper is to develop an integrative framework and research agenda on the role of companion robots in mitigating feelings of loneliness.

Design/methodology/approach

A netnographic analysis of 595 online visual and textual descriptions offer empirical insights about the role of the companion robot Vector during the COVID-19 pandemic.

Findings

The contributions of this study are twofold. First, it postulates that companion robots have the potential of mitigating feelings of loneliness (i.e. indicator of well-being). Second, this study contributes to transformative service by developing an integrative framework introducing the roles (personal assistant, relational peer and intimate buddy) that companion robots can fulfill to mitigate feelings of loneliness through building different types of supportive relationships.

Research limitations/implications

The proposed research agenda encourages future service scholars to investigate 1) the role of robots in addressing loneliness, 2) design features that drive adoption of robots, 3) social support for different groups, 4) the operationalization and the measurement of loneliness and 5) an impact analysis of companion robots.

Practical implications

Service providers and policy makers can leverage the insights about how companion robots can help reduce a sense of loneliness.

Originality/value

The integrative framework on loneliness reduction, based on 595 unprompted online contributions issued during the COVID-19 pandemic, offers initial evidence for the impact of companion robots in reducing people's feelings of loneliness.

Details

Journal of Service Management, vol. 31 no. 6
Type: Research Article
ISSN: 1757-5818

Keywords

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Article
Publication date: 10 November 2020

Susan Stead, Gaby Odekerken-Schröder and Dominik Mahr

This article investigates the role of schemas in shaping customer experiences in new servicescapes, across the customer journey. The authors take a customer perspective…

Abstract

Purpose

This article investigates the role of schemas in shaping customer experiences in new servicescapes, across the customer journey. The authors take a customer perspective that reveals how schematic information processing takes place at four pyramidal levels—event, touchpoint, encounter and concrete activities—that in turn lead to customer responses.

Design/methodology/approach

The study introduces a novel ethnographic schema elicitation technique (ESET), which enables unraveling schemas at the touchpoint level across the customer journey of a European grocery store that recently launched a new SST innovation. This tailored approach provides fine-grained insights into customer experiences at the moment they occur.

Findings

The conceptual framework unravels schematic information processing, as illustrated with an empirical study. The activation of different schemas and their modification is highlighted in rich qualitative data.

Research limitations/implications

Innovative service offerings require customers to adapt their existing behaviors. Understanding this highly individual process, which requires schema modification, could be furthered by longitudinal in-depth research.

Practical implications

By understanding schematic information processing, managers and policymakers can develop better strategies for activating sustainability or health-conscious schemas that guide customer behavior in positive directions.

Originality/value

By applying ESET to new self-service technology, the authors provide valuable insights for service managers and retailers. They show the particular need for prudence in changing schemas in ways that avoid negative cognitive, emotional or behavioral responses.

Details

Journal of Service Management, vol. 32 no. 4
Type: Research Article
ISSN: 1757-5818

Keywords

Open Access
Article
Publication date: 18 June 2019

Martina Čaić, Dominik Mahr and Gaby Oderkerken-Schröder

The technological revolution in the service sector is radically changing the ways in which and with whom consumers co-create value. This conceptual paper considers social…

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8729

Abstract

Purpose

The technological revolution in the service sector is radically changing the ways in which and with whom consumers co-create value. This conceptual paper considers social robots in elderly care services and outlines ways in which their human-like affect and cognition influence users’ social perceptions and anticipations of robots’ value co-creation or co-destruction potential. A future research agenda offers relevant, conceptually robust directions for stimulating the advancement of knowledge and understanding in this nascent field.

Design/methodology/approach

Drawing from service, robotics and social cognition research, this paper develops a conceptual understanding of the value co-creation/destruction potential of social robots in services.

Findings

Three theoretical propositions construct an iterative framework of users’ evaluations of social robots in services. First, social robots offer users value propositions leveraging affective and cognitive resources. Second, users’ personal values become salient through interactions with social robots’ affective and cognitive resources. Third, users evaluate social robots’ value co-creation/destruction potential according to social cognition dimensions.

Originality/value

Social robots in services are an emerging topic in service research and hold promising implications for organizations and users. This relevant, conceptually robust framework advances scholarly understanding of their opportunities and pitfalls for realizing value. This study also identifies guidelines for service managers for designing and introducing social robots into complex service environments.

Details

Journal of Services Marketing, vol. 33 no. 4
Type: Research Article
ISSN: 0887-6045

Keywords

Open Access
Article
Publication date: 26 August 2021

Gaby Odekerken-Schröder, Kars Mennens, Mark Steins and Dominik Mahr

Recent service studies suggest focusing on the service triad consisting of technology-customer-frontline employee (FLE). This study empirically investigates the role of…

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1604

Abstract

Purpose

Recent service studies suggest focusing on the service triad consisting of technology-customer-frontline employee (FLE). This study empirically investigates the role of service robots in this service triad, with the aim to understand the augmentation or substitution role of service robots in driving utilitarian and hedonic value and ultimately customer repatronage.

Design/methodology/approach

In study 1, field data are collected from customers (n = 108) who interacted with a service robot and FLE in a fast casual dining restaurant. Structural equation modeling (SEM) is used to test hypotheses about the impact of service robots' anthropomorphism, social presence, value perceptions and augmentation opportunities in the service triad. In study 2, empirical data from a scenario-based experimental design (n = 361) complement the field study by further scrutinizing the interplay between the service robot and FLEs within the service triad.

Findings

The study provides three important contributions. First, the authors provide empirical evidence for the interplay between different actors in the “customer-FLE-technology” service triad resulting in customer repatronage. Second, the empirical findings advance the service management literature by unraveling the relationship between anthropomorphism and social presence and their effect on perceived value in the service triad. And third, the study identifies utilitarian value of service robots as a driver of customer repatronage in fast casual dining restaurants.

Practical implications

The results help service managers, service robot engineers and designers, and policy makers to better understand the implications of anthropomorphism, and how the utilitarian value of service robots can offer the potential for augmentation or substitution roles in the service triad.

Originality/value

Building on existing conceptual and laboratory studies on service robots, this is one of the first field studies on the service triad consisting of service robots – customers – frontline employees. The empirical study on service triads provides evidence for the potential of FLEs to augment service robots that exhibit lower levels of functional performance to achieve customer repatronage. FLEs can do this by demonstrating a high willingness to help and having excellent interactions with customers. This finding advocates the joint service delivery by FLE – service robot teams in situations where service robot technology is not fully optimized.

Details

Journal of Service Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1757-5818

Keywords

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Article
Publication date: 8 April 2019

Dominik Mahr, Susan Stead and Gaby Odekerken-Schröder

The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical…

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2288

Abstract

Purpose

The purpose of this paper is to systematically review the concepts and theories underlying customer service experience (CSE) and its underlying five dimensions (physical, social, cognitive, affective and sensorial). In this research, the contribution of the sensorial dimension to CSE research is emphasized. Senses are especially important in forming perceptions within servicescapes that are typically rich in sensory stimuli.

Design/methodology/approach

This study systematically identifies 258 articles published between 1994 and 2018 in services and marketing journals. The analysis uses a text mining approach with the Leximancer software to extract research concepts and their relationships.

Findings

The results demonstrate a shift from CSE research focused on brands and products toward value and interaction, around three focal areas: service system architecture, with its value creation processes; servicescape, with an increasingly digital interaction interface and outcome measures, with a stronger focus on emotional and relational metrics. In CSE research, the physical, social and cognitive dimensions are mostly researched in the focal areas of servicescape and outcome measures. Although important in practice, the sensorial dimension is the least investigated CSE dimension in service marketing research. Text mining insights demonstrate rich opportunities for sensorial research, particularly in studies on servicescape.

Practical implications

The synthesis will inform managers and service providers which elements of CSE are most relevant to customers when forming perceptions. These insights help service providers to control, manage and design (multi)-sensory stimuli that influence how customers will make sense of the servicescape.

Originality/value

This research is one of the first studies to examine the conceptual structure of CSE with a text mining approach that systematically analyzes a large set of articles, therein reducing the potential for researchers’ interpretative bias. The paper provides an assessment of the role of the largely neglected but crucial sensorial dimension, and offers future research suggestions into this emerging topic.

Details

Journal of Services Marketing, vol. 33 no. 1
Type: Research Article
ISSN: 0887-6045

Keywords

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Article
Publication date: 13 March 2018

Martina Čaić, Gaby Odekerken-Schröder and Dominik Mahr

The purpose of this paper is to investigate the potential roles for service robots (i.e. socially assistive robots) in value networks of elderly care. Taking an elderly…

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7129

Abstract

Purpose

The purpose of this paper is to investigate the potential roles for service robots (i.e. socially assistive robots) in value networks of elderly care. Taking an elderly person’s perspective, it defines robot roles according to their value co-creating/destroying potential for the elderly user (i.e. focal actor), while acknowledging consequences for a network of users around the elderly (i.e. network actors).

Design/methodology/approach

This qualitative, interpretative study employs in-depth phenomenographic interviews, supported by generative cards activities (i.e. Contextual Value Network Mapping), to elicit an elderly person’s tacit knowledge and anticipate the effects of introducing an automated actor on institutionalized value co-creation practices.

Findings

The proposed typology identifies six roles of socially assistive robots in an elderly person’s value network (enabler, intruder, ally, replacement, extended self, and deactivator) and links them to three health-supporting functions by robots: safeguarding, social contact, and cognitive support.

Research limitations/implications

Elderly people have notable expectations about the inclusion of a socially assistive robot as a new actor in their value networks. The identified robot roles inform service scholars and managers about both the value co-destruction potential that needs to be avoided through careful designs and the value co-creation potential that should be leveraged.

Originality/value

Using network-conscious phenomenographic interviews before the introduction of a novel value proposition sheds new light on the shifting value co-creation interplay among value network actors (i.e. elderly people, formal and informal caregivers). The value co-creation/destruction potential of socially assistive robots and their corresponding roles in care-based value networks offer insights for the design of meaningful robotic technology and its introduction into the existing service networks.

Details

Journal of Service Management, vol. 29 no. 2
Type: Research Article
ISSN: 1757-5818

Keywords

Open Access
Article
Publication date: 2 August 2018

Tim Hilken, Jonas Heller, Mathew Chylinski, Debbie Isobel Keeling, Dominik Mahr and Ko de Ruyter

This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the…

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16535

Abstract

Purpose

This paper aims to explore the current and future roles of augmented reality (AR) as an enabler of omnichannel experiences across the customer journey. To advance the conceptual understanding and managerial exploitation of AR, the paper aims to synthesise current research, illustrating how a variety of current applications merge online and offline experiences, and provides a future research agenda to help advance the state of the art in AR.

Design/methodology/approach

Drawing on situated cognition theorising as a guiding framework, the paper reviews previously published research and currently deployed applications to provide a roadmap for future research efforts on AR-enabled omnichannel experiences across the customer journey.

Findings

AR offers myriad opportunities to provide customers with a seamless omnichannel journey, smoothing current obstacles, through a unique combination of embedded, embodied and extended customer experiences. These three principles constitute the overarching value drivers of AR and offer coherent, theory-driven organising principles for managers and researchers alike.

Originality/value

Current research has yet to provide a relevant, conceptually robust understanding of AR-enabled customer experiences. In light of the rapid development and widespread deployment of the technology, this paper provides an urgently needed framework for guiding the development of AR in an omnichannel context.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 4
Type: Research Article
ISSN: 2040-7122

Keywords

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Article
Publication date: 7 August 2018

Fabian Sander, Janjaap Semeijn and Dominik Mahr

The purpose of this paper is to investigate meat traceability by outlining the different perspectives and opinions of meat supply chain stakeholders (SCSs); it also…

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4675

Abstract

Purpose

The purpose of this paper is to investigate meat traceability by outlining the different perspectives and opinions of meat supply chain stakeholders (SCSs); it also evaluates potential of acceptance of blockchain technology (BCT) as a viable transparency and traceability system (TTS).

Design/methodology/approach

A questionnaire survey of 141 consumers reveals their opinions about TTSs. In addition, semi-structured interviews with seven retail managers, four government officials and one blockchain service provider (Project Provenance Ltd) provide expert insights.

Findings

The results demonstrate that consumers are overwhelmed by the amount and complexity of certification labels. As a TTS, BCT implementation appears to have significant positive influences on consumers’ purchasing decisions, mediated by consumers’ quality perceptions. This study reveals the discordant perspectives of different stakeholders with regard to the importance of a BCT-based TTS.

Originality/value

This study investigates current TTSs and certification labels, and probes customer perception of a potential BCT-based solution for meat traceability. Changes to supply chains’ mentality and the active establishment of trust in BCT applications are needed. Firms should take both holistic and altruistic views to deal with the challenges of TTSs in the meat supply chain. The adoption of BCT, in combination with DNA coding, seems promising as a solution to many of the issues that currently plague TTSs.

Details

British Food Journal, vol. 120 no. 9
Type: Research Article
ISSN: 0007-070X

Keywords

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Article
Publication date: 15 August 2016

Sarah Van Oerle, Dominik Mahr and Annouk Lievens

The purpose of this paper is to develop a framework investigating patterns of online health communities. In particular, the study draws on coordination theory to identify…

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1277

Abstract

Purpose

The purpose of this paper is to develop a framework investigating patterns of online health communities. In particular, the study draws on coordination theory to identify four community configurations. Their distinct features determine communities’ capacity to internalize and externalize knowledge, which ultimately determines their value creation in a service context.

Design/methodology/approach

The authors apply qualitative and quantitative techniques to detect similarities and differences in a sample of 50 online health communities. A categorical principal component analysis combined with cluster analysis reveals four distinct community configurations.

Findings

The analysis reveals differences in the degrees of cognitive and affective value creation, the types of community activities, the involved patients, professionals, and other stakeholders; and the levels of data disclosure by community members. Four community configurations emerge: basic information provider, advanced patient knowledge aggregator, systematic networked innovator, and uncomplicated idea sharer.

Research limitations/implications

The findings show that communities can be categorized along two knowledge creation dimensions: knowledge externalization and knowledge internalization. While, previous research remained inconclusive regarding the synergistic or conflicting nature of cognitive and affective value creation, the findings demonstrate that cognitive value creation is an enabler for affective value creation. The emerging configurations offer a classification scheme for online communities and a basis for interpreting findings of future services research in the context of online health communities.

Originality/value

This research combines coordination theory with healthcare, service, and knowledge creation literature to provide a fine-grained picture of the components of online health communities. Thereby, inherent trade-offs and conflicts that characterize the components of coordination theory are investigated.

Details

Journal of Service Management, vol. 27 no. 4
Type: Research Article
ISSN: 1757-5818

Keywords

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