服務創新學術研究服務創新學術研究 Research on Research on

ServiceService ScienceScience

國立清華大學服務科學研究所林福仁教授兼所長

10/15/2008

Service Service

服務

服，用也；服，事

也。凡事皆當如人

之操舟也。

務，趣也；趣者，

疾走也；務者，言

其促疾於事也。

服務

替人快快地做事。是一個交換的過程。服務的價值同時在於交換的過程與結果。交換的目的在於滿足彼此的需求。服務的滿意在於彼此需求獲得滿足。

Classification of servicesClassification of servicesMarketed services

(Finance, banking, insurance, legal, real estate)

Nonmarketed services (education, health,

social welfare, public administration, police, legal, fire, defense)

Distributed services (wholesale, storage, retail,

transportation, communication)

Personal services

(domestic, hotel,

entertainment, repairs)

Business services (accounting, consulting,

design, advertising, IT, maintenance)

Services inside

the firm (transformative industries)

Business-to-business services Consumer services Self-services

Industry evolution

農業

工業

服務業

農業

工業

服務業

服務

Aspects of serviceAspects of service

Service triangle Front/back stages of a service

system A system of relationships

Service triangleService triangle

Firm

Frontlineemployees

Customer

Internalmarketing

ProductPricePromotion/brandPlace

Service provider

Value co-producer

Part-time marketer

(Teboul, 2006)

ProcessPeople

Front/Back stagesFront/Back stages

Front stageDirect interaction withemployees, machines, other customers, etc.

Customers withdemands

Back stageEmployees, machines,

technology.

Customers are satisfied with solutions or transformed

Materials, components,data

Finished products, information, know-how

A service system

(Teboul, 2006)

Service-profit triangleService-profit triangle

Firm

Frontlineemployees

Customer

High qualityinternal servicesand good internalmanagement

Revenue growthand profitability

Relationship

Low turnoverhigher productivity Value of service

provided

Product and process formation

Loyalty

Power play of the service trianglePower play of the service triangle

Firm

Frontlineemployees

Customer

BudgetsNormsEfficiency

Contractpromises

Autonomy

Technical competence

Control ofrelationship?

Repurchase?Loyalty?Word of mouth?

Proposition fitProposition fit

Propositionfit

Value to business

Value to customerValue to employee

A System of RelationshipsA System of Relationships

A. Service Provider

- Individual- Organization- Technology owned by A

C. Service Target: The reality to be transformed or operated on by A, for the sake of B

-People, dimensions of-Business, dimensions of-Products, technology artifacts & env.-Information, codified knowledge

B. Service Client

- Individual- Organization- Public or Private

Forms ofService Relationship

Forms ofOwnership Relationship

(B on C)

(A & B co-create value)

Forms ofResponsibility Relationship

(A on C)

Forms ofService Interventions

(A on C, B on C)

(Gadrey, 2002; Maglio, 2006)

PC manufacturing service

A. Service Provider

Quanta

C. Service Target: The reality to be transformed or operated on by A, for the sake of B

IBM PC consumers

B. Service Client

IBM

Forms ofService Relationship

(A & B co-create value)

Forms ofResponsibility Relationship

(A on C)

Forms ofService Interventions

(A on C, B on C)

Forms ofOwnership Relationship

(B on C)

Service systemService system

Service systems are value co-creation configurations of people, technology, internal and external service systems connected by value propositions, and shared information (such as language, laws, measures, models, etc.).

Re-examine “service”

A service can be viewed as a service system

A service can be delivered to its customers through business processes, which consist of various activities performed by organizational units across boundaries.

Toward Service Science

Phenomena breed sciences. Phenomena observed in service are social phenomena.

A service can be viewed as a system Service science is the study of service systems Service science is an interdisciplinary efforts of studying

phenomena observed in service. Service science contains different layers of foci:

Data – the language of nature (empirical framework) Model – measurable quantities and relationships (theoretical

framework) Analytics – fit data to model, explain variance (analytical framework) Take Action – interact with world and iterate (engineering and

design frameworks)

Four categories of resource in a service system

1. Whole business and organization2. Technology3. People 4. Shared information

Constituent disciplinesConstituent disciplines

Architecture and designed systems (1,2,3,4) Behavioral sciences and education (3, 4) Cognitive science and psychology (1,2,3,4) Complex adaptive systems theory (1,2,3,4) Computer science and AI/web services (2,4) Computer supported cooperative work (1,2,3,4) Economics and law (1,3,4) Engineering economics and management (1, 2, 4) Experience design, theatre and arts (3) Financial and value engineering (1,2,3,4) Game theory and mechanism design (3,4) Human resource management (1,3) Industrial engineering (IE) and systems (1,2,3,4) Industrial and process automation (1,2,3,4) International trade (1) Knowledge management (1,2,3,4) Management of information systems (1,2,3,4) Management of technology & innovation (1,2,3,4) Marketing and customer knowledge (1,2,3,4)

Mathematics and non-linear dynamics (1,2,3,4) Operations management (OM) (1,2,3,4) Operational research (OR) (1,2,3,4) Organization theory and learning (1,2,3,4) Political science (1,3) Project management (1,2,3,4) Queuing theory (1,2,3,4) Simulation, modeling visualization (1,2,3,4) Sociology and anthropology (1,2,3,4) Software metrics and development (2) Statistical control theory (2,4) Strategy and finance (1,2,3,4) Supply chain management (1,2,4) System design and software architecture (2,4) Systems dynamics theory and design (1,2,3,4) Total quality management, lean, six sigma (1,2,3,4)

U. of Cambridge, 2007

Service Innovation

Service innovation = I3CInterfaceInformationIntegrationCulture

Service innovation

Service engineering process

Aspects of service science researchAspects of service science research

It is an interdisciplinary effort

Science & Engineering

Business &Management

Social & CognitiveSciences

Economics & Markets

BusinessInnovation

TechnologyInnovation

SocialInnovation

DemandInnovation

Aspects of service science researchAspects of service science research

It is an outside-in research三日入廚下，洗手做羹湯未諳姑食性， 先遣小姑嘗

Aspects of service science researchAspects of service science research

A balanced efforts on supply- and demand-oriented value propositions.

High impact research initiatives High impact research initiatives

Service integration

服務整合技術團隊

周邊應用系統廠商

軟體開發整合團隊

市場分析團隊

專利分析團隊

服務創新團隊

現有的公司內部創業

新創公司

High impact research initiatives High impact research initiatives

LivingLab

(adopted from III)

(adopted from III)

Go back to talent cultivationGo back to talent cultivation

Curriculum of the Institute of Service ScienceNational Tsing Hua University

It takes a villageIt takes a village

The service economy won’t progress unless “we start treating it as a field worthy of study itself rather than as an adjunct to existing fields.”

Henry Chesbrough, UC Berkeley (IEEE Computer, Service Science: A New Field for Today’s Economy, August 2006)