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Stephen K. Kwan San José State University, CA, USA http://www.sjsu.edu/ssme Contact: stephen.kwan@sjsu.edu

Service Systems Framework, Value Propositions & Business Processes. Stephen K. Kwan San José State University, CA, USA http://www.sjsu.edu/ssme Contact: stephen.kwan@sjsu.edu. BUS 4 188 . Ser vice System Worldview 1. Customer. Service Provider. Service Experience.

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Stephen K. Kwan San José State University, CA, USA http://www.sjsu.edu/ssme Contact: stephen.kwan@sjsu.edu

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  1. Service Systems Framework, • Value Propositions & Business Processes Stephen K. Kwan San José State University, CA, USA http://www.sjsu.edu/ssme Contact: stephen.kwan@sjsu.edu BUS 4 188

  2. Service System Worldview1 Customer Service Provider Service Experience A Service System and Its Entities 1Kwan, S. K. & Min, J. H. (2008) “An Evolutionary Framework of Service Systems”. Presented at the International Conference on Service Science, Beijing, China, April 17-18. Kwan 2010

  3. A Service System Network Service System A Service Interactions Service System B Service System E Service System C Service System D Service System F Kwan 2010 3

  4. A Service Supply Chain Service System A Service Interactions Service System B Service System E Service System C Service System D Service System F Kwan 2010 4

  5. Example: Purchases from Amazon.com Kwan 2010

  6. Example: Purchases from Amazon.com Service Supply Network Customer Amazon.com Bookcloseout_us theBookGrinder USPS nengland4 USPS USPS “transparent” service provider Not being evaluated USPS Kwan 2010

  7. Service System Worldview Employees & Stockholders Community Customer Service Provider Service Experience Partners Competition Service System Society Kwan 2010

  8. Value Co-Creation Through Value Propositions Value Employees & Stockholders Community Customer Service Provider Value Value Value Service Experience Partners Competition Service System Governance Society Kwan 2010

  9. Customer Driven Service Value Network Value Proposition Service Provider Customer Value Proposition Value Proposition Provider Partner Network Customer’s Social Network Service Experience Kwan 2010 Kwan 2010

  10. Variety of Value Propositions Strategic Directions Service Provider Society Community Employees Stockholders Partners Customers Hedonic Stakeholders Environmental Economic Societal Political Social A point in this 3-D space is a Potential Value Proposition 1 2 4 3 Stages of Customer Empowerment Kwan 2010 10

  11. Example of Customer Driven Service Value Network Their Friends TV Programs Ad’s and “Buy Me” Target Audience Illustration from: Vascellaro, J. A. “Video’s New Friends”, The Wall Street Journal, February 28, 2008. Product Placements Kwan 2010 11

  12. Service Experience Service Provider Customer Entities: Offer of Service Advertising Awareness C R M Marketing Abandonment Browser Acceptance Intent to Transact Reservation/ Prepayment Interested Service Consumption Service Delivery Buyer Abandonment Settlement Payer Payment Dispute Resolution Assessment Concerned Feedback Sub-Systems Customer Role Front Stage Back Stage Service System and Business Processes Employees, Equipment, Technology, Suppliers, etc. Employees, Equipment, Technology, other Customers, etc. Kwan 2010

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