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Article
Publication date: 21 November 2016

Yen-Hao Hsieh and Soe-Tsyr Yuan

This study aims propose an innovative notion of the advanced technology based on the expectation theory and the emotion theory for a case study of the context-aware…

Abstract

Purpose

This study aims propose an innovative notion of the advanced technology based on the expectation theory and the emotion theory for a case study of the context-aware service system applied to the exhibition service sector.

Design/methodology/approach

To evaluate the feasibility of the notion of the advanced technology and the context awareness, the authors have collected and analyzed the data from three stakeholders through the real field applications of the mExhibition service system.

Findings

The evaluation results show that customers fairly enjoyed and were satisfied different exhibition customer experience journeys.

Originality/value

The originality of this paper is: facilitation of exquisite customer experience delivery via the advanced technology as evidenced by the mExhibition service system; exhibition service innovation through mExhibition; embodied value co-creation within the exhibition technology and mExhibition service system; and mExhibition commerce realization.

Details

International Journal of Quality and Service Sciences, vol. 8 no. 4
Type: Research Article
ISSN: 1756-669X

Keywords

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Article
Publication date: 26 August 2021

Wei-Lun Chang, Li-Ming Chen and Yen-Hao Hsieh

This research examined the social interactions of online game players based on the proposed motivation model in order to understand the transitions of motivation of online…

Abstract

Purpose

This research examined the social interactions of online game players based on the proposed motivation model in order to understand the transitions of motivation of online game. The authors also separated samples into four categories to compare the difference of different type of online game players.

Design/methodology/approach

This study proposed a motivation model for online game player based on existence–relatedness–growth theory. The authors also analyze the transitions of motivations via first-order and second-order Markov chain switching model to obtain the journey of online to offline socialization.

Findings

Teamwork–socialization players preferred to make friends in their online gaming network to socialize. Competition–socialization players were mostly students who played games to compete and socialize and may share experience in online or offline activities. Teamwork–mechanics players purely derived pleasure from gaming and were not motivated by other factors in their gaming activities. Competition–mechanics players may already have friends with other gamers in real life.

Research limitations/implications

More samples can be added to generate more generalizable findings and the proposed motivation model can be extended by other motivations related to online gaming behavior. The authors proposed a motivation model for online to offline socialization and separated online game players into four categories: teamwork–socialization, competition–socialization, teamwork–mechanics and competition–mechanics. The category of teamwork–socialization may contribute to online to offline socialization area. The category of competition–mechanics may add value to the area of traditional offline socialization. The categories of competition–socialization and teamwork–mechanics may help extant literature understand critical stimulus for online gaming behavior.

Practical implications

The authors’ findings can help online gaming industry understand the motivation journey of players through transition. Different types of online games may have various online game player's journey that can assist companies in improving the quality of online games. Online game companies can also offer official community to players for further interaction and experience exchange or the platform for offline activities in the physical environment.

Originality/value

This research proposed a novel motivation model to examine online to offline socializing behavior for online game research. The motivations in model were interconnected via the support of literature. The authors also integrated motivations by Markov chain switching model to obtain the transitions of motivational status. It is also the first attempt to analyze first-order and second-order Markov chain switching model for analysis. The authors’ research examined the interconnected relationships among motivations in addition to the influential factors to online gaming behavior from previous research. The results may contribute to extend the understanding of online to offline socialization in online gaming literature.

Details

Kybernetes, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0368-492X

Keywords

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Article
Publication date: 2 February 2018

Yen-Hao Hsieh and Shu-Yu Yeh

The purpose of this study is to establish a comprehensive service recovery mechanism by analyzing different behaviors of customers with different personality traits after…

Abstract

Purpose

The purpose of this study is to establish a comprehensive service recovery mechanism by analyzing different behaviors of customers with different personality traits after service failures and by proposing different service recovery measures that service providers could adopt based on diverse customer personality traits.

Design/methodology/approach

This paper constructs a service recovery mechanism based on a signaling game theory by considering customers and service providers as two players in the game and analyzing possible outcomes under both separating and pooling equilibria to achieve an optimized strategy and set of actions that allow the highest payoffs for both service providers and customers.

Findings

This study successfully simulated the separating equilibrium and pooling equilibrium between service providers and customers in a signaling game with incomplete information. It also provides a reference for service providers to design service recovery strategies after service failures. By using this model, when facing problems related to service failures and service recovery, service providers will have a better chance of increasing the service recovery success rate, improving customer satisfaction and achieving optimal payoffs for both themselves and their customers.

Originality/value

Based on concepts of service science, this study designed a service recovery mechanism by applying the signaling game from game theory and introducing personality traits theory to the service recovery scenario so that service providers are able to execute service recovery after service failures more effectively. This study proposed a service recovery mechanism based on the perspectives of both service providers and customers, considering the mutual influence of key variables related to both of them, as well as the context of service failures, customers’ personality traits and service providers’ available resources. Many studies have applied personality traits to different fields; however, to the best of authors’ knowledge, few studies have applied this concept to service-related subjects, and only the influence of employees’ personality traits on service providers has been discussed.

Details

Kybernetes, vol. 47 no. 5
Type: Research Article
ISSN: 0368-492X

Keywords

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Article
Publication date: 2 October 2017

Yen-Hao Hsieh and Wei-Ting Chen

The purpose of this study is to create a value variation measurement model to define the relationship among various roles in resource management within a service system;…

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307

Abstract

Purpose

The purpose of this study is to create a value variation measurement model to define the relationship among various roles in resource management within a service system; and divide value creation into two states (i.e. cocreation and codestruction) and use them as crucial indicators for value variation by adopting the service-dominant logic and using the Markov switching model.

Design/methodology/approach

This study proposed that variations in value are similar to changes in economy because both are abstract, indefinable and not easy to identify. Therefore, this study used the Markov switching model to define the state of value through value cocreation and codestruction; analyze value variations in a service system; and provide a numerical evaluation method by using the concept of probability to depict state transitions. In addition, open data from the Kaohsiung City Government’s 1999 call center were collected to address the aforementioned research objectives. The 1999 call center (service provider) offers citizens (customers) efficient consultant services to help them solve problems regarding the city government’s affairs or policies. Thus, this call center can be considered a complex service system.

Findings

This study revealed that the call center can utilize the analysis results of the Markov switching model on answer rates to predict service quality patterns. In addition, most first call resolution rates occurred under State 1 (value cocreation). To address problems caused by accidental or rare events, the call center should formulate policies to increase people and technical resources and improve service system effectiveness.

Originality/value

Enterprises currently focus on catering to customers’ needs and offering services through comprehensive service procedures to sustainably generate multiple values for customers, helping them to create values. Previous studies have mostly focused on analyzing the values of a service system and have failed to extensively explore actual value variations. Thus, the value variation measurement model proposed in the present study was able to analyze value variations of a set of call center data and illustrate value variations by using state transitions.

Details

Journal of Business & Industrial Marketing, vol. 32 no. 8
Type: Research Article
ISSN: 0885-8624

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Article
Publication date: 2 February 2015

Yen-Hao Hsieh and Soe-Tsyr Yuan

The purpose of this paper is to propose a service-dominant (S-D) logic-based input-output analysis approach to systematically measure the effects of technology spillover…

Abstract

Purpose

The purpose of this paper is to propose a service-dominant (S-D) logic-based input-output analysis approach to systematically measure the effects of technology spillover in the service sector.

Design/methodology/approach

This study uses a case to demonstrate the feasibility and contributions of the S-D logic-based input-output analysis approach.

Findings

This study adopted the idea of customer involvement to formulate the S-D logic-based input-output analysis approach. Service providers can apply this systematical approach to find potential opportunities to spread information technology and co-create values with customers.

Originality/value

The S-D logic-based input-output analysis approach has elasticity to dynamically employ different perspectives to evaluate the effects of technology spillovers in order for integrity and precision. The proposed approach is to delineate the possible target values that related to specific services based on the notions of operant resources and customer involvement in a selected service sector. Service providers within the service sector have to offer innovative service activities and manage existing services for customers to participate in.

Details

Kybernetes, vol. 44 no. 2
Type: Research Article
ISSN: 0368-492X

Keywords

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Article
Publication date: 10 August 2010

Yen‐Hao Hsieh and Soe‐Tsyr Yuan

The purpose of this paper is to propose a conceptual framework of customer expectation management and a reference model of service experience design which are regarded as…

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5731

Abstract

Purpose

The purpose of this paper is to propose a conceptual framework of customer expectation management and a reference model of service experience design which are regarded as the basic foundation to model the processes of service experience design for service operation strategies simulating and testing by employing a system dynamics approach.

Design/methodology/approach

System dynamics is the key approach which includes causal loop diagrams and stock and flow diagrams used to build the reference model of experience design. Simulations of the processes of service experience design have also been implemented by Vensim®.

Findings

It is found that the proposed reference model involving customer expectation management can successfully capture the key elements of the service experience design within service operation strategies. The system dynamics approach can effectively enable a macro viewpoint of service experience design for service operation strategies and policies.

Practical implications

With the proposed reference model of service experience design and the system dynamics modeling approach, service providers cannot only comprehensively examine the processes of service experience design in detail but also accomplish the strategies testing and simulating. Hence, service providers can make correct decisions to achieve the business goals via the simulation results beforehand.

Originality/value

This paper contributes to analyze and combine the idea of customer expectation management with service experience design and give rise to a unique reference model of service experience design that is shown to be valuable to service operation strategies testing and simulating based on the system dynamics perspective.

Details

Kybernetes, vol. 39 no. 7
Type: Research Article
ISSN: 0368-492X

Keywords

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