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A SERVICE NETWORK PERSPECTIVE TO EVALUATE SERVICE MATCHING IN EARLY
DESIGN(Forthcoming on Journal of Service Theory and Practice)
Federico Barravecchia, F. Franceschini, L. MastrogiacomoDepartment of Management and Production Engineering
Agenda
§ Introduction to the concept of service network
§ Service Network Relationships
§ What it means Service Matching
§ The Service Relationship Deployment
§ Implications
Service Networks
Service System
Service System
Service System
Customersegment
Customersegment§ Network of interconnected
service§ Exchanging of resources and
customers§ Performances of a service
system could be influenced bythe other service systems thatcompose the network.
Service Networks - Example
§ Network of interconnectedservice
§ Exchanging of resources andcustomers
§ Performances of a servicesystem could be influenced bythe other service systems thatcompose the network.
The analogy between service networks and natural ecosystems
NUTRITION CUSTOMERS
TRANSPORTATION OPERATIONAL RESOURCES
PROTECTION PROTECTION RESOURCES
Symbiotic factors in natural ecosystems
Relationship factors in service networks
Service Network Relationships
ImpactFrom Service B To Service A
Positive Neutral Negative
Impa
ctFr
om S
ervi
ce A
To
Serv
ice B
Positive MUTUALISM COMMENSALISM PARASITISM
Neutral COMMENSALISM NEUTRALISM AMENSALISM
Negative PASASITISM AMENSALISM INCOMPATIBILITY
Positive relationships:Mutualism and Commensalism
CUSTOMERS
OPERATIONAL RESOURCES
PROTECTION RESOURCES
Positive effects
Positive effects
Positive effects
Negative relationshipsIncompatibility and amensalism
Negative effectsCUSTOMERS
OPERATIONAL RESOURCES
PROTECTION RESOURCES Negative effects
Negative effects
Parasitism
Parasite produces Negative
effects
Host produces Postiveeffects
CUSTOMERS
OPERATIONAL RESOURCES
PROTECTION RESOURCES
Parasite produces Negative
effects
Host produces Postiveeffects
Parasite produces Negative
effects
Host produces Postiveeffects
Neutralism
CUSTOMERS
OPERATIONAL RESOURCES
PROTECTION RESOURCES
No effects
No effects
No effects
Service Matching
Service System
Service System
Service System
Customersegment
Customersegment
Service Matching
Service System
Service System
Service System
Customersegment
Customersegment
NEW Service System
Customersegment
Service Relationships Deployment
GOALS OF THE METHOD§ Evaluation of mutual impacts between two matching services in terms of customer
perceived quality.
§ Identification of the typology of service relationship resulting from the matching
§ Analysis of the service relationship resulting from the matching
ASSUMPTION• Effects on service quality perception outcomes from interactions between the matched
service systems
Service Quality Dimensions
Service QualityDimensions Description
§ Tangibles Appearance of physical facilities, equipment and personnel
§ Reliability Ability to perform the promised service dependably and accurately
§ Responsiveness Willingness to help customers and provide prompt service
§ Assurance Knowledge and courtesy of employees and their ability to convey trust
§ Empathy Caring, individualized attention the firm provides its customers
Service Relationships Deployment
Iik
Vjik
TIij
Step 1 - Assessment of the importance of service quality determinants
Scale Level DescriptionL1 Notimportantatall
L2 Oflittleimportance
L3 Slightlyimportant
L4 Moderatelyimportant
L5 Veryimportant
L6 Extremely important
L7 Absolutelyessential
Step 2 - Assessments of mutual influences
Scale Level DescriptionL1 Highlynegative
L2 Moderatelynegative
L3 Slightlynegative
L4 Neutral
L5 SlightlyPositive
L6 Moderatelypositive
L7 HighlyPositive
Step 3 – Total impact evaluation
TIAB = L5 Slightly Positive effectfrom service A to service B
TIBA = L5Slightly Positive effectfrom service B to service A
§ Evaluations obtained from steps 1 and
2 are combined to estimate of the
impact of service matching
§ ME - MCDM (Multi Expert - Multi
Criteria Decision Making)
𝑇𝐼#$ = min)
𝑚𝑎𝑥 𝑁𝑒𝑔 𝐼#) , 𝑉#$)
Results analysis - Relationships map
TIAB
TIBAL1 L2 L3 L5 L6 L7
L1
L2
L3
L4
L5
L6
L7
Results analysis - Relationships map
TIAB
TIBAL1 L2 L3 L5 L6 L7
L1
L2
L3
L4
L5
L6
L7
Mutualism and Commensalism
Results analysis - Relationships map
TIAB
TIBAL1 L2 L3 L5 L6 L7
L1
L2
L3
L4
L5
L6
L7
Mutualism and Commensalism
Incompatibilityand Amensalism
Results analysis - Relationships map
TIAB
TIBAL1 L2 L3 L5 L6 L7
L1
L2
L3
L4
L5
L6
L7
Mutualism and Commensalism
Incompatibilityand Amensalism
Parasitism
Parasitism
Results analysis – Service Relationship Profile
CUSTOMERS OPERATIONAL RESOURCES
PROTECTION RESOURCES
Highly Positive
Moderately positive
Slightly Positive
Neutral
Slightly negative
Moderately negative
Highly negative
Results analysis – Service Relationship Profile
CUSTOMERS OPERATIONAL RESOURCES
PROTECTION RESOURCES
Highly Positive
Moderately positive
Slightly Positive
Neutral
Slightly negative
Moderately negative
Highly negative
Results analysis – Service Relationship Profile
CUSTOMERS OPERATIONAL RESOURCES
PROTECTION RESOURCES
Highly Positive
Moderately positive
Slightly Positive
Neutral
Slightly negative
Moderately negative
Highly negative
Implications
SERVICE DESIGN
§ Optimization in service network design
§ Identification of service relationshps in early design fases
Implications
SERVICE DESIGN
SERVICE INNOVATION
§ Optimization in service network design
§ Identification of service relationshps in early design fases
§ Radical service network innovation§ Incremental service network innovation§ Sustainable innovation
Implications
SERVICE DESIGN
SERVICE INNOVATION
SCIENTIFIC RESEARCH
§ Optimization in service network design
§ Identification of service relationshps in early design fases
§ Radical service network innovation§ Incremental service network innovation§ Sustainable innovation
§ Definition of the role of service matching in service networks development
§ Classification of service relationships and definition of characterizing factors
