Service Science & Research Direction in Vietnam

1. Service Science & Research Direction in Vietnam Pham Quoc Trung

2. Main content • Service development in Vietnam & HCMC • Target for service development in Vietnam (VN) • Some problems & research questions • Research direction for Service Science • Current research project in Service Science

3. 1. Service development in VN • GDP structure of Service in ASEAN and Vietnam:

4. 1. Service development in VN (cont) • Change in GDP structure in Vietnam 44%

5. 1. Service development in VN (cont) • HoChiMinh City (HCMC) is the biggest economic & service center of Vietnam. • GDP growth rate of HCMC 12.4% (from 2006-2010) • Total GDP of HCMC in 2009 equals 1/3 of whole country’s GDP. • GDP structure of service in HCMC in 2010 is 55.5% • HCMC plays a very important role in the development of southern provinces of Vietnam and of the whole country as well. • Our approach is focus on developing service sector in HCMC (as a model for whole country).

6. 1. Service development in VN (cont) • Service development in HCMC (current & trend)

7. 1. Service development in VN (cont) • Service productivity in HCMC (mil. Dong/person)

8. 2. Target for Service development in HCMC • HCMC 2020 & vision • =>

9. 2. Target for Service development in HCMC • The government of HCMC has set the target for service development in HCMC to 2015 as follows: • Contribution of service in GDP structure will be about 57%. • The average growth rate of service sector will be 13%/year. • Focus on development of high-value generating services. • Service sector becomes key driver for economic development. • Continue to innovate technology and apply ICT in improving the productivity of Service sector. • Invest on R&D of Service Science for supporting the sustainable development of service sector. • Become a “shopping centre” of the South East Asia region, as a foundation to attract shopping tourism, push up export promotion spot, and aim to reach 04 millions tourists in 2015.

10. 2. Target for Service development in HCMC • In this plan, the government will support 9 main services as follows: • Finance – banking – insurance. • Commercial. • Transportation – Storage. • Port service. • Telecommunication and information system. • Commercial in asset and real estate. • Science and technology consultant service. • Tourism. • Healthcare and hi-level education.

11. 3. Some problems & research questions • Some problems for service development in VN: • Poor infrastructure in Vietnam prevents high-speed development of service sector. • The proportion of high-quality service is still low. • Commercial service sector has not developed strong enough to make HCMC a regional “shopping centre”. • Service sectors do not develop in a uniform. • Investment for science – technology in service sector is not enough for the development demand. • Lack of human-resources for high-class services. • Educational programs & training activities for human-resources in service sector are too few & small scaled.

12. 3. Some problems & research questions • Some research questions for Service Science in VN: • How to transfer the knowledge from successful Service model to other service companies. • How to evaluate the quality of service based on customer satisfaction & personal value perception. • How to use ICT as a lever for improving the performance and quality of service provider. • How to improve the productivity of Service Sector? • How to measure the success of a service business. • How to shorten the time required for training a new service employee?

13. 4. Research Direction for SS in VN Doing research about Service-oriented economy in HCMC; Doing research in Service Design; Doing research in improving the effectiveness & productivity of service sector; Doing research in taking advantages of modern technology for service innovation; Doing research in facilitating service innovation through service modeling & knowledge transferring. …

14. Applying research results in SS for service businesses in HCMC Service employees Practical Results Students in SS Theoretical Results Experts in SS Collaboration project between HCMC Science-Technology Department, IBM Inc. & HCMC University of Technology (HCMUT) Approach & Main Contents of Service Development Project in HCMC Scientific Research in Service Science Education in Service Science International Cooperation 4. Current research projects in SS

15. 4. Current research projects in SS • Main streams of research in Service Science in HCMUT • Service evaluation based on customer satisfaction • Hau, L.N., Thuy, P.N. (2011), Impact of service personal values on service value and customer loyalty: a cross-service industry study, Service Business Journal, Springer. • Hau, L.N., Thuy, P.N. (2010), Service personal values and customer loyalty: a study of banking service in a transitional economy, International Journal of Bank Marketing, 28 (6), Emerald Group Publishing.

16. 4. Current research projects in SS • Main streams of research in Service Science in HCMUT • Knowledge management for Service sector • Pham, N.T., Swierczek, F.W. (2006), Facilitators of Organizational Learning in Design, The Learning Organization, 13 (2), Emerald Group Publishing. • Le, N.H, Evangelista, F. (2007), Acquiring tacit & explicit marketing knowledge from foreign partners in IJVs, Journal of Business Research, 60 (11), Elsevier. • Pham, Q.T. (2011), Applying KM & social network service in improving labor productivity of Vietnamese SME, PhD. Thesis, Kyoto University. KMS based on web 2.0 Codification Organizational explicit knowledge Knowledge Base Individual explicit knowledge Personalization Knowledge capture combination internalization Learning process Communicating, collaborating tools Organizational Social Network Organizational tacit knowledge externalization socialization Individual tacit knowledge

17. 4. Current research projects in SS • Our project: “Japanese Creative Service with Cultural Difference” • Focus: Japanese Creative Service (JCS) • Approach/ Tools: OMI, adoxx Experimentation • Scope: • Modeling a service using adoxx tool. • Evaluating a model by quantitative measurements. • Querying a model for adapting & reusing. • Evaluating service quality based on model analysis & customer satisfaction survey. • Exploring cultural difference between 2 services by analyzing 2 service models and outcomes. • …

18. Summary of JCS “Omotenashi” Awareness, AnecdotalValues Long-term Trust Relationship

19. Creative Service Knowledge Management • Objectives • Integrate, Accumulate, and Evaluate of Characteristics of Creative Services on top of ICT Environment • Human Resource Development for Creative Service Designers • Pursing a designer who can design serve applications based on IT environment such as OMI • Accumulate creative service patterns towards global service enhancement • Approach • Utilize OMI (Open Model Initiative) being developed at University of Vienna • Apply to OMI for implementing such unstructured characteristics as dialectic interaction, tacit knowing, and dynamic evaluation • Develop design methodology to distinguish IT-initiated knowledge management process and human-dependent tacit knowledge process

20. Designing Creative Service KMS Service Globalization Japanese Creative Services (Shinise, Food, Cultural Activities, Cool Japan) Characteristics of Japanese Creative Services -Omotenashi Interaction - Tacit Knowledge Management - Dynamic Service Evaluation Model … Cultural Difference : - SNS analysis - Behavior - Perception - Service value Japanese Creative Service (An Application of OMI) Kyoto University CSD （Creative Service Designer） Accumulate Templates Human Specific Knowledge/ Know-how Can design service model on top of OMI OMI(Conceptual Design Environment, Domain Specific Modeling Development) University of Vienna, OMI Consortium Member ADOxx (Meta-modeling IT Development Environment) Example: Community-based Knowledge Sharing, Business Process Management, Finance, etc. (http://www.openmodels.at)

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