Service Science Emerging in the 1970’s, service marketing became a fast-growing sub- discipline of the broader marketing discipline (Berry and Parasuraman 1993), its development paralleling the increasing weight of services in the GDP of developed economies (Soubbotina 2004). Over the last decade, the evolution of service marketing reached a new threshold with the emergence of the Service-Dominant (S-D) Logic (Vargo and Lusch 2004; 2008) and IBM’s initiative to call for a systematic approach to service research and education (IfM and IBM 2008). Thus, to move the service field forward (Ostrom et al. 2010), the domain of service science has emerged. Much more than a mere extension of service marketing, service science strives to offer a new, deeper and more coherent trans-disciplinary integration of service knowledge and experience, bringing together fields such as marketing, operations, engineering, human resources management, design and many others (IfM and IBM, 2008). In an effort to enrich this new domain, Ostrom et al. (2010) identify and articulate a set of ten global, interdisciplinary service science research priorities. As an example, one of these priorities involves enhancing the service experience through co-creation and one of the topics deemed important in this direction concerns defining the customer’s role and developing methods for motivating customer contributions to enhance service success and loyalty. The aim of this capstone assignment is that you indicate what the implications of service science are for your respective study domain. Put differently we want you to: 1) Summarize the implications of service science for your study domain (e.g. marketing, strategy, infonomics, information management, strategy etc.). 2) Identify 3 promising research avenues in the service science domain. 3) Discuss in some detail one of models that have been proposed on service science. Illustrate your points in a practical/managerial context.
Students who complete this capstone assignment on service science are eligible for a project at the Service Science Factory
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