A concept of Service Mediator & Its potential Applications
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A concept of Service Mediator & Its potential Applications
Minh Chau Doan* , Kunio Shirahada, Michitaka KosakaGraduate school of Knowledge Science
Japan Advanced Institute of Science and Technology
Page 2Contents
• Background
•Research objectives
Introduction
• Service Dominant Logic
• Service Field
Concept Foundations
• Concept
•Case Studies
•Verified model
Service Mediator
•Local Governance Management
•Human Resource Management
Potential Applications
•Conclusions
Conclusion
• Background• Research objectivesIntroduction
Background
• Service Value co-creation
• Satisfaction• Optimal value
in use
?Solution providers
(Mediation)
Manufacturing shift to
servitizing
• Gaps in shifting operation
• Providers & users faces difficulties in collaboration
• Providers & users require more support to promote their business
• Neutral third party
• Transfer value only
• Do not actually engage in the collaboration process
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How to match
How to match
Background
Service providers Service customers?
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Information service business
• Matching supply and demand to extract value in use
• Support the collaboration
• Optimize service value co-creation
Service Mediator based on SDL &
Service Field
Introduce a new business model concept: Service mediator model
based on SDL & Service Field
Propose potential applications for mediator model
Research Objectives
• Service Dominant Logic• Service Field
Concept Foundations
04/19/2023
Page 8S-D Logic Foundations
Providers
Customers
Providers Customers
Value proposition
Value creation
Co-create
Co-create
VALUE IN USE
GOOD DOMINANT LOGIC SERVICE DOMINANT LOGIC
Value in use depends on “customers’ agreement”
Service Field Foundations
Providers Customers
Place
Time
Cost
Physical evidence
People
Promotion Service
Productivity
Service Field : a cooperative environment containing all contexts of services
04/19/2023
Page 10Service Field Foundations
Service value = service * service field
Magnetic field
Electro magnetic power
Electron charge
electro-magnetic power = charge of electrons * the electro-magnetic field
• Concept• Case Studies• Verified model
Service Mediator
Classification of business models and new service model hypothesis
Service mediator concept
04/19/2023
Page 13Hypothesis
Service Mediato
r
Manage Support
Service Field
Place
Time Cost
Physical evidence
PeoplePromotion Service
Productivity Providers CustomersCo-creation
Hypothesis of service mediator concept
Required functions of Service Mediator
Function 1 : Collect many providers and users information related to targeted service
Function 2 : Match pair of providers and users perfectly based on service field
Function 3 : Support the co-creation
Hypothesis
Case studiesHitachi TWX-21
• Famous IT service company in Japan• Have over 43.000 clients use its service• TWX-21 cloud flatform to support service exchange• Strong tools such as ASP or eMP to support the value co-creation
Page 15
Function 1: Collect many providers and users information related to targeted service
• Hitachi is a very famous and high reputation IT service company in Japan
Function 2 : Match pair of providers and users perfectly based on service field
• Effective data processing and mining system
Function 3 : Support the co-creation• Powerful IT infrastructures • 24/7 helpdesk • Feedback system with “Do & Check” process• Professional consultants
Hypothesis and Results
Case Studies
Cookpad Inc.• No.1 recipe website in Japan• Over 1.000.000 users • Huge database of recipe• A cooperative website for manufacturers and consumers
Page 17
Function 1 : Collect many providers and users information related to targeted service
• Cookpad is No.1 recipe website in Japan• Huge amount of users and access
Function 2: Match pair of providers and users perfectly based on service field
• Powerful search engine to find right requirements of users
• Data mining to offer suggestions of cook-lovers’ behaviors to manufacturers.
Function 3 : Support the co-creation• Powerful IT infrastructures • Dynamic marketing/campaign to pull and push
users and manufacturers together• Attractive interface and display of website
Hypothesis and Results
04/19/2023
Page 19
Information service firms
Verified model
Required functions of Service Mediator
Function 1 : Trustworthy brand and effective exchange environment to collect many providers and users information related to targeted service
Function 2 : Well-equipped and powerful service field to match pair of providers and users perfectly based on service field
Function 3 : Effective engines to support the co-creation
Verified model
• Local Governance Management
• Human Resource Management
Potential Applications
Potential applications of SM
Local governance management for tourism
Issues:
Many tourists do not have information of small places although they have great points for tourism。
Firms in tourism fields and travelers are lack of co-creation.
Small place cannot boost their tourism without support.
Government has good position to gather users and suppliers work together
Government has good database which can support the collaboration.
Government has well-trained officer who able to encourage the interaction.
Why government should be a Mediator
Hypothesis for government functions:Page 24
1. Trustworthy brand and effective exchange environment Branding more for new image of government as a
friendly and supportive mediator
2. Well-equipped and powerful service field Powerful IT infrastructure. Effective service fields.
3. Effective engines Adequate law pass. Effective investment management Fair and Favor support for tourism firm
Users Suppliers
Government
Government’s system
Page 25
• Business man• Family• Young people• Packbacker• Etc.
• Hotel• Transportatio
n• Restaurant• Shop• Sightseeing• Etc.
Service Field
Information on Service field Information on Service fieldUsers’ needs Suppliers’ seeds
Support co-creation Support co-creation
Management
Government system as a mediator
Potential applications of SM
Human resource
Issues:
There are many information of supply and demand in human resource which is needed to be match perfectly.
HR cover many tasks such as recruit, C&B, training, planning etc => it needs an effective system to satisfy both employers and employees.
Employers and employees are lack of fields to co-create and share there mutual interests.
HR manages and controls the relationship between employers and employees.
HR is the only channel for employees share and feedback their issues.
Work for benefit of both employers and employees
Why HR should be a Mediator
Hypothesis for HR functions:Page 28
1. Trustworthy brand and effective exchange environment Branding as a good mediator for both employers
and employees
2. Well-equipped and powerful service field Efficient database Organize dynamic service field for interactions and
collaborations Powerful data mining system to match right
requirements and offers
3. Effective engines Fair policies Soft power Balance the benefit between employers and
employees
Collaborate flat-form organized by HR
EmployerEmploye
e
Value = contribution, branding
Value = Compensation & Benefits
Employees’ Data
• Communication• Policy• Work life
balance
Service system of HR
Human Resource
Manage
Support
Page 29
• ConclusionsConclusion
04/19/2023
Page 31Conclusions
Regarding Service transformation, this model has an impact on optimizing the service value and service satisfaction.
Mediator model can be applied for many service process.
Required functions should be explored more to encourage the effective of mediator model
Thank you very much