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 Henriqueta Nóvoa
Monica Dragoicea (Eds.)

Exploring
LNBIP 201

Services Science
6th International Conference, IESS 2015
Porto, Portugal, February 4–6, 2015
Proceedings

123
Lecture Notes
in Business Information Processing 201

Series Editors
Wil van der Aalst
Eindhoven Technical University, Eindhoven, The Netherlands
John Mylopoulos
University of Trento, Povo, Italy
Michael Rosemann
Queensland University of Technology, Brisbane, QLD, Australia
Michael J. Shaw
University of Illinois, Urbana-Champaign, IL, USA
Clemens Szyperski
Microsoft Research, Redmond, WA, USA
More information about this series at http://www.springer.com/series/7911
Henriqueta Nóvoa Monica Drăgoicea (Eds.)
•

Exploring
Services Science
6th International Conference, IESS 2015
Porto, Portugal, February 4–6, 2015
Proceedings

123
Editors
Henriqueta Nóvoa Monica Drăgoicea
University of Porto Politehnica University of Bucharest
Porto Bucharest
Portugal Romania

ISSN 1865-1348 ISSN 1865-1356 (electronic)

Lecture Notes in Business Information Processing
ISBN 978-3-319-14979-0 ISBN 978-3-319-14980-6 (eBook)
DOI 10.1007/978-3-319-14980-6

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 Preface

Service Science enables people, enterprises, and societies to build knowledge – concepts,
methods, properties, platforms, environments – by means of multidisciplinary, multiin-
stitutional, and multinational approaches. Nowadays, Service Science has become more
and more relevant for making clear these complex situations, which individuals, com-
panies, and corporations are facing.
Knowledge in Service Science plays a pivotal role in such developments. In this
context, the series of International Conferences on Exploring Service Science (IESS)
offers researchers and practitioners the possibility to present, discuss, and publish their
exploratory research results.
The International Conferences on Exploring Service Science 1.5 was the sixth in the
IESS series. It was hosted by FEUP, Faculty of Engineering of the University of Porto,
Portugal, during February 4–6, 2015. It included three special motivating sessions on
hot topics: SME education, Exploration in Service Science, Education as a Service.
The challenging proposal of IESS 1.5 attracted scientists and practitioners from all
over the world to submit their contributions. Up to 69 submissions were received from
16 countries, out of which the Program Committee selected 27 top-quality full papers
and 8 abstracts, which were published in an internal research series. All the submis-
sions were reviewed by at least three members of the IESS 1.5 Program Committee,
composed by well-known and relevant scientists related to the different topics.
The papers of IESS 1.5 consider one or several topics of the IESS conference:
service innovation – service exploration – service design – IT-based service engi-
neering – service sustainability.
Some papers explore complex situations by means of Service Science and explain
how they obtain perspectives or platforms in various fields as: academia, education on
service science management and engineering, social research collaboration, electronic
medical record, emergency medical service, sport, tourism, customer relationship
strategies, impacts on repurchase, branding, redesign of organizational activities, total
manufacturing enterprise integration, inter-generational cooperation, to encourage the
use of public transport.
Other papers propose to (re-)invent important approaches for the purpose of Service
Science like: a new framework for urban data visualization, a service framework of
e-mobility services, corporate social responsibility, alignment, software-based services,
Business Process Management systems, trust dynamics, influence factors for value
co-creation, product-service systems, image dominant logic, contributory development,
multi-channel service research, connecting requirements – architectures and business –
technology.
All these papers, with different research approaches, bring new light to Service
Science. They are motivating for new explorations in Service Science.
We would especially like to devote special thanks to the members of the Program
Committee and referees for doing excellent work in reviewing the submitted papers.
VI Preface

We also thank the keynote speakers for their contribution to the high relevance of this
conference.
We wish to give special thanks to the local organizers at the Faculty of Engineering
of the University of Porto (FEUP) for their commitment. Thank you very much!
Finally, we thank very much the Faculty of Engineering from University of Porto
(FEUP) and its Dean Prof. João Falcão e Cunha. FEUP organized and hosted the IESS
1.5 conference with extraordinary involvement.
We wish you a very pleasant reading and a fruitful integration of these results in
your research exploration in the wonderful and crucial domain of Service Science.

December 2014 Henriqueta Nóvoa

Monica Drăgoicea
Michel Léonard
 Organization

General Chair
Michel Léonard University of Geneva, Switzerland

Program Chairs
Henriqueta Nóvoa University of Porto, Portugal
Monica Drăgoicea Politehnica University of Bucharest, Romania

Program Committee
Adi Wolfson Sami Shamoon College of Engineering, Israel
Ana Šaša University of Ljubljana, Slovenia
Anelize Van Biljon University of the Free State, South Africa
Antoine Harfouche Université Paris Ouest Nanterre La Défense,
France
António Brito University of Porto, Portugal
Arash Golnam Swiss Federal Institute of Technology Lausanne,
Switzerland
Bernardo Almada-Lobo University of Porto, Portugal
Bettina Campedelli University of Verona, Italy
Camille Salinesi Université de Paris 1, Sorbonne, France
Claudia Lucia Roncancio University of Grenoble, France
Claudio Pinhanez IBM, Brazil
Davor Meersman Curtin University, Australia
Dominique Rieu University of Grenoble, France
Eric Dubois Centre de Recherche Public Henri Tudor,
Luxembourg
Geert Poels Ghent University, Belgium
Gerhard Satzger Karlsruhe Service Research Institute, Germany
Gil Regev Swiss Federal Institute of Technology Lausanne,
Switzerland
Henriqueta Nóvoa University of Porto, Portugal
Isabel Horta University of Porto, Portugal
Jaap Gordijn University of Amsterdam, The Netherlands
Jean-Henry Morin University of Geneva, Switzerland
Jelena Zdravkovic Stockholm University, Sweden
Joan Pastor Universitat Oberta de Catalunya, Spain
João Falcão e Cunha University of Porto, Portugal
Jolita Ralyte University of Geneva, Switzerland
VIII Organization

Jonas Manamela University of Limpopo, South Africa

Jorge Cardoso University of Coimbra, Portugal
José Faria University of Porto, Portugal
José Palazzo Universidade Federal do Rio Grande do Sul, Brazil
Lia Patricio University of Porto, Portugal
Maddalena Sorrentino Università degli Studi di Milano, Italy
Malgorzata Spychala Poznań University of Technology, Poland
Marco de Marco Università Cattolica del Sacro Cuore, Italy
Mara Valeria de Castro Universidad Rey Juan Carlos, Spain
Marion Lepmets Centre de Recherche Public Henri Tudor,
Luxembourg
Marite Kirikova Riga Technical University, Latvia
Marlene Amorim Universidade de Aveiro, Portugal
Mehdi Snene University of Geneva, Switzerland
Michel Léonard University of Geneva, Switzerland
Miguel Mira da Silva Technical University of Lisbon, Portugal
Monica Drăgoicea Politehnica University of Bucharest, Romania
Natalia Kryvinska University of Vienna, Austria
Paul Lillrank Aalto University, Finland
Paul Maglio UC Merced and IBM, USA
Pere Botella Universitat Politècnica de Catalunya, Spain
Riichiro Mizoguchi Osaka University, Japan
Selmin Nurcan Université de Paris 1, Sorbonne, France
Sergio Cavalieri University of Bergamo, Italy
Shai Rozenes Afeka Tel Aviv Academic College of Engineering,
Israel
Shlomo Mark Sami Shamoon College of Engineering, Israel
Slim Turki Centre de Recherche Public Henri Tudor,
Luxembourg
Soe-Tsyr (Daphne) Yuan National Chengchi University, Taiwan
Taro Kanno University of Tokyo, Japan
Theodor Borangiu Politehnica University of Bucharest, Romania
Tomáš Pitner Masaryk University, Czech Republic
Vera Miguéis University of Porto, Portugal
Vicente Pelechano Universitat Politècnica de Catalunya, Spain
 Contents

Towards a Framework of Influence Factors for Value Co-creation

in Service Systems . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Peter Hottum, Axel Kieninger, and Peter Brinkhoff

Towards Contributory Development by the Means of Services as Common

Goods . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Anastasiya Yurchyshyna

Knowledge Sharing and Value Co-creation: Designing a Service System

for Fostering Inter-generational Cooperation . . . . . . . . . . . . . . . . . . . . . . . . 25
Sabrina Bonomi, Stefano Za, Marco De Marco, and Cecilia Rossignoli

Towards a Cyberinfrastructure for Social Science Research Collaboration:

The Service Science Approach . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Thang Le Dinh, Van Thai Ho, Theophile Serge Nomo, and Ayi Ayayi

Evolution and Overview of Linked USDL . . . . . . . . . . . . . . . . . . . . . . . . . 50

Jorge Cardoso and Carlos Pedrinaci

An Agile BPM System for Knowledge-Based Service Organizations . . . . . . . 65

José António Faria and Henriqueta Nóvoa

A SoaML Approach for Derivation of a Process-Oriented Logical

Architecture from Use Cases . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
Carlos E. Salgado, Juliana Teixeira, Nuno Santos, Ricardo J. Machado,
and Rita S.P. Maciel

A Service Oriented Architecture for Total Manufacturing Enterprise

Integration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Theodor Borangiu, Cristina Morariu, Octavian Morariu,
Monica Drăgoicea, Silviu Raileanu, Iulia Voinescu, Gheorghe Militaru,
and Anca-Alexandra Purcărea

On the Necessity and Nature of E-Mobility Services – Towards a Service

Description Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
Carola Stryja, Hansjörg Fromm, Sabrina Ried, Patrick Jochem,
and Wolf Fichtner

Towards the Alignment of a Detailed Service-Oriented Design

and Development Methodology with ITIL v.3 . . . . . . . . . . . . . . . . . . . . . . 123
Bertrand Verlaine, Ivan Jureta, and Stéphane Faulkner
X Contents

How Social Responsibility Influences Innovation of Service Firms:

An Investigation of Mediating Factors . . . . . . . . . . . . . . . . . . . . . . . . . . . . 139
Gheorghe Militaru, Anca-Alexandra Purcărea, Theodor Borangiu,
Monica Drăgoicea, and Olivia Doina Negoiţă

Verifying the Image-Dominant (ID) Logic Through Value Cross-Creation

Between Social and Imagined Communities . . . . . . . . . . . . . . . . . . . . . . . . 152
Mari Juntunen and Jouni Juntunen

E-Health and Value Co-creation: The Case of Electronic Medical Record

in an Italian Academic Integrated Hospital . . . . . . . . . . . . . . . . . . . . . . . . . 166
Sabrina Bonomi, Alessandro Zardini, Cecilia Rossignoli,
and Paola Renata Dameri

Service Convenience on Call Centers: Impacts on Repurchase . . . . . . . . . . . 176

João F. Proença and Marisa Fernandes

Tourism as a Life Experience: A Service Science Approach . . . . . . . . . . . . . 190

Jesús Alcoba, Susan Mostajo, Ricardo Clores, Rowell Paras,
Grace Cella Mejia, and Romano Angelico Ebron

Technological Trends in the Sport Field: Which Application Areas

and Challenges? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 204
Luisa Varriale and Domenico Tafuri

Shared Services: Exploring the New Frontier . . . . . . . . . . . . . . . . . . . . . . . 215

Maddalena Sorrentino, Luca Giustiniano, Paolo Depaoli,
and Marco De Marco

Towards a Conceptual Framework for Classifying Visualisations of Data

from Urban Mobility Services. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 228
Thiago Sobral, Teresa Galvão Dias, and José Luís Borges

Agent Based Simulation of Trust Dynamics in Dependence Networks . . . . . . 243

Stefano Za, Francesca Marzo, Marco De Marco, and Maurizio Cavallari

Towards an IT-Based Coordination Platform for the German Emergency

Medical Service System . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 253
Melanie Reuter-Oppermann, Johannes Kunze von Bischhoffshausen,
and Peter Hottum

Education on Service Science Management and Engineering:

A Comparative Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 264
Esperanza Marcos, Valeria de Castro, María Luz Martín Peña,
Eloísa Díaz Garrido, Marcos Lopez-Sanz, and Juan Manuel Vara
 Contents XI

Business School Innovation Through a Service Science Approach:

Organizational and Performance Measurement Issues. . . . . . . . . . . . . . . . . . 278
Valter Cantino, Alain Devalle, Silvia Gandini, Francesca Ricciardi,
and Alessandro Zerbetto

Disclosing Paths for Multi-channel Service Research: A Contemporaneous

Phenomenon and Guidelines for Future Investigations . . . . . . . . . . . . . . . . . . . 289
João Reis, Marlene Amorim, and Nuno Melão

Interrelations of Success Factors for Selling Product-Service Systems

from a Solution Sales Perspective . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 301
Heiko Felber and Johannes Kunze von Bischhoffshausen

How to Encourage the Use of Public Transport? A Multiservice Approach

Based on Mobile Technologies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 314
Marta Campos Ferreira and Teresa Galvão Dias

Relationship Bonds and Customer Loyalty: A Study Across Different Service

Contexts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 326
Mafalda Lima and Teresa Fernandes

Exploring Opportunities to Improve Retail Store Quality Using RSQS. . . . . . 340

Marlene Amorim and Fatemeh Bashashi Saghezchi

Author Index . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 351

 Towards a Framework of Influence Factors
for Value Co-creation in Service Systems

Peter Hottum(&), Axel Kieninger, and Peter Brinkhoff

Karlsruhe Service Research Institute (KSRI),

Karlsruhe Institute of Technology (KIT), Englerstr. 11, Building 11.40,
76131 Karlsruhe, Germany
{peter.hottum,axel.kieninger}@kit.edu,
[email protected]

Abstract. According to modern service science theory, value is jointly gen-

erated by several partners forming a service system. In this work, we focus on a
simple two-party system consisting of a service provider and its customer. The
value created by this service system hinges on the contribution of both parties.
That is, it also depends on the collaboration of the customer, which is a key
characteristic of services in traditional definitions. Providers, however, lack
knowledge on how to identify and measure the influence factors for value co-
creation, such as customer contribution. Being aware of customer contribution,
providers could design and manage value propositions purposefully. In this
work, we provide a first version of a framework of influence factors for value
co-creation in service systems, which may serve providers as a guideline for
identifying different types of customer contribution.

Keywords: Service system
Value co-creation
Service science
Influence

factors
Customer contribution

1 Introduction

In service science, the concepts of ‘service systems’ (e.g., [1]) and ‘value co-creation’
(e.g., [2]) are widely accepted. Service systems are seen as “value co-creation con-
figuration[s]” [3] in which providers and customers are supposed to interact as partners
and to jointly create value (e.g., [4]). Stating that provider and customer both contribute
to service by integrating resources [5] emphasize the influence of collaboration between
provider and customer on value creation. This collaboration is embedded into a service
episode that “can be defined as an event of interaction which […] represents a complete
service exchange” [6].
Nevertheless, a formal description of value co-creating interactions between these
parties is difficult and so far rarely realized in practice. In service contracts as they are
typically defined today (e.g. in the fields of insurance, outsourcing or consulting),
service providers and customers do describe policies and safeguards for future service
interactions, though. These contracts focus on the provider’s value proposition towards
the customer(s) [7] at best. Usually, providers define service quality objectives from a
technical or provider process point of view [8]. In those contracts certain service quality

© Springer International Publishing Switzerland 2015

H. Nóvoa and M. Drăgoicea (Eds.): IESS 2015, LNBIP 201, pp. 1–11, 2015.
DOI: 10.1007/978-3-319-14980-6_1
2 P. Hottum et al.

objectives and general conditions (e.g. processes and workload) are stipulated within
each contract party’s realm of responsibility.
Comparing the theoretical perspective on value co-creation with daily routine in
service practice, it gets obvious that service companies hardly consider customer
contribution. They do not apply knowledge on how to identify and measure factors to
describe, control and predict value co-creation. Instead, they initially handle each
customer-related process equally and therefore potentially inefficient. Today, there is
no established framework in service science and service practice considering the
influence of provider and customer contribution as well as exogenous effects on the
value which is co-created.
Providing a service without the understanding of co-creation in a partnership tends
to shift the risk of value co-creation to mainly one of the partners. We illustrate this
based on two established contract types - time-and-material and fixed-price contracts.
In time-and-material contracts the risk of realization is “completely borne by the
customer, while the provider gets his effort paid regardless of his success” [9]. In
contrast, in fixed-price contracts the risk of realization is completely shifted to the
provider who is responsible for delivering “a specified result regardless of his effort put
in” (ibid.). This shows the need for a new approach, which is applicable to service
providers and customers and describes how the change in co-created value hinges on
provider and customer contribution. The application of advanced contract types, such
as risk-reward sharing, would be beneficial to providers and customers. It would reflect
the mutual responsibility to contribute to a value co-creation.
Thus, in the paper at hand, we address the question: How can a framework of
influence factors for value co-creation in service systems be derived? We analyze
fundamental definitions of service systems and value co-creation and validate the result
with studies on ‘service quality’, ‘value co-creation’, and ‘customer satisfaction’. We
cluster these factors in different classes, which we assign to three ‘influence categories’,
namely ‘provider’, ‘customer’, and ‘service environment’.
In the following sections, a framework of influence factors for value co-creation in
service systems is derived from initial service science definitions and discussed. To
allow practical applicability of the resulting framework, we perform an extensive lit-
erature review with empirical studies and theoretical papers with a high influence on
service science and locate them into the framework. Additionally, we could prove the
novelty of the framework by comparing its holistic approach with the foci of the studies
examined. After reflecting the proposed framework in the light of service science, we
outline next steps towards a research agenda for the assessment of value co-creation in
service systems.

2 Towards a Framework of Influence Factors

In this section, we first give an overview about related work on value co-creation and
its definitions in service science and focus on studies, which depict the provider’s and
the customer’s influence on the co-creation of value. Based on that, we identify
essential influences on value co-creation through an extensive literature analysis and
provide a first version of a framework of influence factors, which may serve providers
as a guideline for identifying different types of customer contribution.
 Towards a Framework of Influence Factors for Value Co-creation 3

2.1 Fundamentals of the Framework

In this paper we examine the concept of value co-creation based on the work of [5],
who take the view that “service, the application of competences (such as knowledge
and skills) by one party for the benefit of another, is the underlying basis of exchange”.
They also emphasize, “the proper unit of analysis for service-for-service exchange is
the service system, which is a configuration of resources (including people, informa-
tion, and technology) connected to other systems by value propositions” (ibid.). The
value that could be co-created through service systems hinges from the people that are
involved as well as information that is exchanged and transformed. Furthermore it
hinges from the technology, which is used to exchange that information and also
technology that is applied to support the service processes.
The aspects of investigating value co-creation are twofold. On the one hand side
there is the aspect of value, for the customer as well as for the provider. “In order to
construct value propositions that are appealing to the customer the service provider
must understand the customer’s value system as well as his own” [10]. This requires
deeper knowledge of the provider’s and the customer’s willingness to contribute, their
value functions as well as their perceptions – as it is discussed in current research (e.g.,
[2, 11]). On the other hand, there is the aspect of co-creation, where both partners have
to be involved and which addresses the customer’s ability to contribute within a certain
setting. “Resources [of the customer] should be deliberately chosen when possible.
Selection should be based on an ability to add value” [12].
The aim of our framework is to capture the measurable value co-creation influ-
encing factors. We identify two main influence categories for value co-creation,
namely “service provider” and “service customer”, in the definition of service systems
by [1]. The definition states that “one organization (service provider) beneficially
performs for and with another (service client)”. We use these categories to classify
influencing factors.
According to [13] a service system has a “systems exchanging matter with envi-
ronment, as every ‘living’ system does”. Consequently, a service system cannot provide
a service regardless from its environment. Therefore we add a third influence category,
which we denote as the “service environment”, to our framework. This category of
influence factors captures exogenous and therefore environmental aspects, such as the
sphere in which a service is provided [14]. Following this, the generic level of our
resulting framework consists of three influence categories on value co-creation (Fig. 1).

Fig. 1. Three main influence categories have been derived from defining papers on service
systems: Influence of the provider, influence of the customer, and influence of the service
environment.
4 P. Hottum et al.

In the next chapter influence factors for each category will be derived out of
literature and located in a second level of the framework.

2.2 Literature Analysis

In the following section, we conduct a literature analysis to give a comprehensive
overview about influences on value co-creation, which should be integrated into the
framework as influence factors and therefore focused more intensively.
The concept of value co-creation was mentioned in the Service Science sphere for
the first time in the 2000s (e.g. [1, 2, 15]). By focusing on the terms “value co-creation”
and “cocreation” in our literature analysis, only a small cutout of papers about value
creation between providers and customers would have been identified. To address even
more relevant studies, written earlier than 2000, which do not contain that term, but are
focusing on co-creation and result-related aspects, such as environment, satisfaction or
quality, we extended our search terms with “service quality” and “customer satisfac-
tion”, and “service setting”.
We followed the review approach proposed by Webster and Watson [16]: Analysis
of the fundamental studies of the leading journals, backward-looking research based on
citations in references, and forward-looking research on the basis of citations from the
first step.
To allow practical applicability of the resulting influence factors, we focused on
empirical studies and in case of theoretical papers, we assumed a high influence on
service science or appropriately quoted underlying studies. The results have not been
limited on temporal restrictions. The main part of studies has been published in the
1990s and the 2000s. In the next paragraphs each of the 18 studies is described very
condensed, by pointing out the main aspects that are discussed concerning a framework
of influence on value co-creation in service systems. Those identified aspects will be
aggregated in the next chapter into influence factors.
Grönroos [17] developed a first model on how customers perceive service quality
and out of which components it is composed. Besides traditional provider-induced
information-based marketing activities (advertising, field selling, PR) and external
factors (traditions, ideology, word-of-mouth communication), the technical and func-
tional quality have been designated as impact factors on a service setting.
The SERVQUAL instrument as a basic framework for measuring customer per-
ceptions of service quality in service and trading companies has been developed by
Parasuraman et al. [18]. Values as infrastructure and technology, such as physical
facilities and equipment, as well as personnel and their reliability, responsibility trust
(knowledge to provide the required service) and empathy (attention to the customer)
have been pointed out as important.
A model for the representation of the impact of service quality on behavior has
been proposed by Woodside et al. [19]. Of importance are provider-related information,
such as waiting and processing times, personnel (helpfulness, information), offering
(selection, properties) and customer self-assess for re-use the service, which have been
identified in a hospital environment.
 Towards a Framework of Influence Factors for Value Co-creation 5

Bolton and Drew [20] did an evaluation of the impact of service changes across
time on the attitude of customer service quality. The technical shaped service setting of
their considered telephone service has been characterized by billing, repair, directory,
toll assistance, service order and quality of calls.
Danaher and Mattsson [21] modeled a “Hotel Delivery Process” for the analysis of
customer satisfaction during contact at the service encounters. Performance (accuracy,
facilities, and atmosphere), staff (handling) and time have been considered as impact
factors.
A framework for explaining the relationship between perceived quality / customer
satisfaction and the customer’s valued relationship with the supplier has been devel-
oped by Liljander and Strandvik [6]. They stated the connection between provider and
customer as relevant for the customer satisfaction and exceeding the importance of a
customer perspective. Different bonds, such as legal, economic, technological, geo-
graphical, time and with a lower effect the knowledge, social, cultural, ideological or
psychological have been pointed out as important.
Dabholkar et al. [22] designed a hierarchical factor structure of the dimensions of
service quality for retail. They designate physical aspects (appearance, convenience),
reliability (commitments, reliability), staff interaction (trust, attentiveness, and friend-
liness), troubleshooting and policies as impacts on a service setting.
De Ruyter et al. [23] focused on different stages of a “service delivery process” and
how they can be split on axiological dimensions and investigated how these stages
influence overall satisfaction. From a study of museum visitors they found emotional
aspects (feelings of visitors), physical and functional properties of encounters, logical
aspects (“rational and abstract characteristics of the stage”, i.e. accuracy and correct-
ness relevant).
A model of influencing factors of internal and external exchanges of market par-
ticipants has been formulated by Lusch et al. [24]. Describing a service setting they set
prefactors as nature of goods/services, entity apart from main factors as expertise
capacity, resource capacity, time capacity, economic rewards, psychic rewards, trust,
and control.
Brady and Cronin [25] originated an integrated conceptualization of service quality
as a unifying theory of the preceding concepts (especially [17] and [18]). Interaction
quality (attitude, behavior, and competence), the physical environment (atmosphere,
design, social factors) and results (waiting time, property, and value) are considered as
impact factors.
Grönroos and Ojasalo [26] analyzed the productivity of services to come up with a
service productivity model. The providers’ use of people, technology, systems, infor-
mation, time and the customers’ contribution with regard to their own participation and
the involvement of other customers are important elements.
An analysis of productivity in service organizations combined with defining pro-
ductivity, efficiency and usage has been performed by Johnston and Jones [27]. They
distinguish between on the one hand, operational productivity (provider perspective)
which includes material, customer, employee, costs as inputs and customer, applied
resources, income as outputs, on the other hand customer productivity that includes the
inputs time, effort, cost and the outputs experience, results and benefits.
6 P. Hottum et al.

Payne et al. [28] provided a process-based framework that focusses i.a. on service
development and customer relationship development. They differentiate between cus-
tomer value-creating processes (where customers use “information, knowledge, skills
and other operant resources”), supplier value-creating processes (where providers have
to understand customer’s value creating processes) and encounter processes (focusing
on communication, usage and service).
Füller and Matzler [29] did an empirical study on the role of product and service
attributes of basic, performance and excitement factors in different market segments
with different impact on the customer satisfaction. Regarding the service setting they
pointed out psychometric properties as information, friendliness (employees), offers
and accessibility.
Lee [30] did a comparative analysis of service characteristics of different service
industries (telecommunications, retail, banking, food, public transport). Based on a
customer survey service materials, service operators, service procedures, the service
environment and service equipment have been presented as impacting aspects.
Yi and Gong [31] analyzed i.a. customer participation behavior and provided a
multidimensional scale for value co-creation. They pointed out information sharing as
the “key of success of value co-creation”. Focusing on customer participation behavior
they derived information seeking, information sharing, responsible behavior, and
personal interaction as the main important factors.
Xu and Huang [32] did a structural analysis of knowledge-intensive business
services. They focused on the effect of client cooperation on the service result in terms
of performance and innovativeness. It was shown, that the client’s contribution affects
information exchange, cooperation in general, as well as adaptive adjustment.
Jaakkola and Alexander [33] focus on customer engagement behavior from a
service system perspective. In their work, they complement theoretical perspectives on
customer engagement with qualitative results of a case study. Besides the providers
opportunities “of providing effective platforms for information exchange and interac-
tion”, they highlight the potential of voluntary resource contributions by the customer
that “go beyond what is fundamental to transactions” (ibid.).
It is important to keep in mind that analyzing the papers discussed it is not possible
to explain all aspects of value co-creation. In the following chapter, we derive
“influence factors” considering the importance the papers presented above attest spe-
cific aspects.

3 Derivation of the Framework

In the following, the discussed influence categories are supplemented with influence
factors that have been reflected in the literature analysis. Because provider and cus-
tomer are seen as equal partners from a service system perspective [28], the describing
attributes should be comparable. Extending the structure introduced above (Fig. 1), we
slightly differentiate between the way a service provider typically is involved in the
value creation and that one of the customer. While providers operate increasingly
interlinked with other partners [7], especially end-customers are not always part of
further economic systems. Whereas B2B customers are always involved in further
 Towards a Framework of Influence Factors for Value Co-creation 7

ecosystems, end-customers may act on their own. Therefore we state the provider and
his network as one interaction partner in our service system and the customer (and his
network, which is optional) as the other interaction partner.
We obtain the factors within the categories provider and customer from the initial
service system components “people, technology, other internal and external service
systems, and shared information” [1]. The exchange of information forms the basis of
value co-creation. Therefore, we define an information influence factor for IP and IC.
Since the exchange of information increasingly depends for instance on information
and telecommunication technology (ICT) we introduce the interaction underlying
‘Infrastructure Technology’ as an influence factor, accordingly. Spohrer et al. [1]
describe people and technology as important components of service systems. There-
fore, we add materials of the partners and physical aspects of further service systems as
‘resources’. As we do not expect further supporting service systems with personnel on
the customer’s side, we contrast the provider’s class ‘personnel’ with the customer’s
‘cooperation’. In the case of end-customers the class ‘cooperation’ address the (per-
sonal) cooperation of the customer (not necessarily with the support of further service
systems) - in the case of business customers, we assume as well the involvement of
customer’s personnel.
Furthermore there are influencing factors, which are neither directly set within
the realm of responsibility of the provider nor the customer. In her work, Bitner [34]
shows the high impact of environmental factors on relationships in service organiza-
tions – exemplary temperature, noise, or layout. “Because service encounter environ-
ments are purposeful environments […], spatial layout and functionality of the physical
surroundings are particularly important” (ibid.). Therefore, we also added the ‘layout’
as an additional factor class to the environmental influence factors. As stated by [35]
the involvement of the customer by the provider and their relationship is important for
the value co-creation. We aggregated those external factors under the ‘influence of the
service environment’ (SE) as follows: (E) the environment in which a services is
provided, (L) the layout how a service is provided and (RI) the relationship between
provider and customer. The resulting framework is shown in Fig. 2.

Fig. 2. The framework of influence on value co-creation in service systems complemented with
classes of contribution factors.
8 P. Hottum et al.

While contribution factors have to be defined for each specific service setting, the
classes of contribution factors are generally applicable throughout different service
settings. By performing a comparison of the analyzed papers and the identified foci, it
gets obvious, that certain parts of the framework are not as much reflected in empirical
studies as others (Table 1).

Table 1. Identification of thematic focal points on co-creation in service science literature.

 Towards a Framework of Influence Factors for Value Co-creation 9

This could be due to the actual intention of the examined studies – the studies have
not been conducted to show influence of all relevant factors from inside a service
system as well as from its direct environment, on the service setting and the value co-
creation.
Nevertheless, the examined studies have shown a clear focus on the provider’s side
as well as on the service environment. Aspects as the information that is provided from
the customer, as well as the infrastructure of the customer, to provide information – here
infrastructure technology – are only hardly focused. As we stated in the introduction, the
knowledge about the customer’s ability to contribute is essential for providers to for-
mulate value propositions that really meet their customer’s requirements.

4 Conclusions and Future Work

In this paper, we have discussed the applicability of the service science foundational
concept ‘value co-creation’, where providers and customers act as partners in a service
relationship. The contribution of our work is twofold:
On the one hand side, we derived a framework for co-creation influencing factors
based on the fundamental concepts of service science. The basic structure of the
framework, derived from the foundational definitions of service systems, with the
influence categories and the identified influence factors are generally applicable to
service settings with a customer contribution. These influence factors have to be
adapted and operationalized for each service episode individually, according to specific
specialty of involved providers, customers and service environment.
On the other side, we conducted an extensive literature analysis on value co-
creation influencing factors. We recognized that there are no established frameworks on
value co-creation that consider the influence of the provider and his network, the
influence of the customer (and his network) as well as environmental influences. We
stated that for providers, however, the understanding of those influencing factors,
especially of customers’ abilities and willingness to contribute to value co-creation, are
essential to formulate value propositions, which meet customers’ requirements.
In this paper, we could neither present the instantiation nor the evaluation of our
framework. In future works, we will describe the selected application of the framework
in real-world business-to-business cases. Furthermore, we aim to demonstrate the
influence of provider, customer and exogenous effects from the service environment on
a variation of the co-creation as it was initiated in [36], where the influence of different
types of customer contribution on the utilization of provider’s personnel has been
examined.
In addition, to understand cause-effect relationships of influencing factors on pro-
cess measures, such as interaction quality, or outcome measures, such as customer
satisfaction, we will analyze historical data of those service settings. Based on that, we
expect to determine a functional correlation between the impact of each influence
category and the change in value co-created.
10 P. Hottum et al.

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 Towards Contributory Development
by the Means of Services as Common Goods

Anastasiya Yurchyshyna(&)

Institute of Services Science, University of Geneva, Battelle,

Batiment A, 7 Route de Drize, 1227 Carouge, Geneva, Switzerland
[email protected]

Abstract. This paper describes our exploratory approach to enable and sustain
the environments-oriented creation of services as common goods. We first
discuss the characteristics of services, which allow them to be envisaged as
engines of innovation and we study the role of economy of contribution in this
innovative development. Second, we present an approach supporting the col-
laborative innovation-oriented work of actors from multiple domains, which
facilitates concretizing services. This is achieved by virtue of “Tiers-Lieu”,
collaborative environments of service innovation, where services are envisaged
as common goods. To illustrate the organization of Tiers-Lieu, we present its
conceptual framework, and discuss an example from the domain of mHealth.
The paper is concluded with the perspectives of the ongoing work for con-
tributive development within service society.

Keywords: Service exploration
Services as common goods
Economy of

contribution
Co-creation of services
Tiers-Lieu
Co-creative environments

1 Introduction

The role of technologies is well-established as a dominant factor in the development of

contemporary society. Information and communication technologies (ICT) have been
integrated into all spheres of contemporary life and established their leading role as an
engine for development of the world’s economy, guided by an exponential growth of
innovations. Developing societies which lagged behind the technological revolution
can also gain the potential to leap directly into the connected world with the intro-
duction of mobile technology. Innovations often help to simplify the implementation
and usage of traditional services in different sectors of the economy (e.g. supporting
services in transport, education, health care sectors) and are the main factors allowing
the creation of a conceptually new range of information-based services (e.g. Internet
providers, mobile communications, social media, etc.).
The phenomena of facing new, challenging situations and finding ways to address
them reveals the importance of innovations in, for example: economical science,
management, informatics, technologies and social networking.
Society today is guided by creation, distribution, diffusion, use, integration and
manipulation of information and knowledge [1], and it is crucial to investigate all the
factors defining the progress of Society and tackle them to optimize such a development.
© Springer International Publishing Switzerland 2015
H. Nóvoa and M. Drăgoicea (Eds.): IESS 2015, LNBIP 201, pp. 12–24, 2015.
DOI: 10.1007/978-3-319-14980-6_2
 Towards Contributory Development by the Means of Services as Common Goods 13

Moreover, this analysis should go beyond simply admitting the leading role of services
in our economy to explore how interactive exchange and functioning of interoperable
services [2] enable services to become the main engine for co-creative development
within the service-oriented society.
This paper is organized as follows: in Sect. 2, we discuss how the requirements of
service orientation within our society are addressed by Service Science. The role of
services as engines of innovation is argued in Sect. 3. By analyzing collaborative
development and environments supporting innovation, Sect. 4 discusses how innova-
tive ideas are concretized with the help of services. In Sect. 5, we present our
exploratory approach for contributory development of services by envisaging them as
common good and suggest supporting this by Tiers-Lieu, collaborative environments
of service innovation. The conceptual framework of Tiers-Lieu is consequently
introduced. To conclude, this exploratory paper synthesizes the discussed principles of
supporting creative development of services and identifies the scope of future research.

2 Service-Oriented Society and the Role of Service Science

Even in the early days when the existence of a new type of Society was recognized, it
was clear that some definite scientific ground was needed, on which one could perceive,
investigate and develop this new type of Society, something that could integrate the
main disciplines and non-disciplinary approaches enabling development. This role was
taken by Service Science, first introduced by a team of IBM researchers in 2007 [3].
The notion of Service Science, or as it was initially referred to as Service Science,
Management, and Engineering (SSME) by IBM, is a term to describe an interdisci-
plinary approach to the study, the design, and the implementation of service systems.
SSME includes three parts: Science, Management and Engineering parts and is, in fact,
the science exploring the complex interdependence of these parts. Today, Service
Science exceeds the scope of SSME and integrates all the aspects related to: (i) Service
Oriented Technologies; (ii) Business Architecture and Process Innovation; (iii) Com-
plex Service Systems Modeling and Simulation; (iv) Service Quality and Experience;
(v) Service Business Design and Strategy; (vi) Business Componentization; (vi)
Business Modeling, Monitoring & Management; (vii) Service Delivery and Operations;
(viii) Business aspects of Service Composition; (ix) People in Services; (x) Service
Innovation Management [4].
Service Science offers a scientific framework to tackle new challenges of Society,
thanks to its methods of transforming ideas into concrete services. Service Science
requires account to be taken of social and economic contexts at the design level, thanks
to Service-Dominant Logics [5, 6], and its focusing on knowledge and skills. Service
Science allows Society to leave the passive “static” position, where Society only
passively contemplates or applauds ICT successes, and to take the active “dynamic”
position, in which Society has to actively re-design its organizational parts. It is a great
challenge of innovation to open information through services and create new economic
values, by respecting the principles of cognitive social responsibility [2] to strengthen
the sense of inclusion and to contribute to social stability.
14 A. Yurchyshyna

In its complexity, such service orientation is introduced at different levels of service

science from traditional project management dimensions (e.g., scheduling, quality
management, service marketing, etc.) to unique topics that are specific for idea
development and management [7]. Services are incorporated into the core of all eco-
nomic processes and are widely used in paradigms of conceptual modeling and tech-
nical implementation. As a result, it becomes possible to conduct a multi-dimensional
analysis of innovation activities, by tying their economic, business, social and IT
aspects, so that timely, friendly, proactive services are sought to enhance future
business or economic growth from one hand, and from the other, to ensure their
dynamic adaptability for the environment.
In other words, services are now seen as the utilizations of specific competences
such as the knowledge, skills and technologies of one economic entity for the benefit of
another economic entity [8]. As value creation occurs when a resource is turned into a
specific benefit, it is now a service system which becomes the main value creation
entity. Consequently, the traditional supply chain is re-conceptualized as a network of
service systems, called a service value creation network [5].

3 Services as Engines for Innovation

Despite the importance of information in design and innovations, on its basic level it is
somewhat arid, which can inhibit human innovations. Thus, the concept of informa-
tional service offers the means of comprehensive appropriation. Even if an informa-
tional service is defined upon the concept of information, it provides deeper conceptual
semantics by describing how to access information, as well as some easy ways to
execute its treatments.
Generally, an information service is seen as a part of an information system that
serves data/knowledge/information to customers and collects it from its contributors, to
manage and store it by optionally using administrators.
Services are characterized by four main factors [8, 9]. They are as follows:
• information is the core element of the design, production and management of
services; so services are information-driven;
• customers are co-producers of services, they may require the adaptation or the
customization of services, so services are customer-centric;
• digital orientation of services is explained by the achievements in information and
communication technologies, the (semi)automation of main services-oriented activ-
ities and the creation of new domains: e.g. e-commerce, e-business, e-collaboration,
e-government, e-environment; and
• services are driven by their performance criteria and as such are productivity-
focused.
We argue that these phenomena related to services can be analyzed in the wider
context of a service-oriented society in general and as such, are seen as characteristics
of this service society.
Guided by the current experiments in developing economies and the evolution of
the underlying technologies, our society is based on information and knowledge that
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