Panel (I): Opportunities and Challenges of Service Globalization

Chair: Wei-Yeh Lung, Senior Consultant, Industrial Economics and Knowledge Center, ITRI, Taiwan

Panelist: James Yeh, Director of Strategy, Corporate Strategy, IBM, USA
                Bo Edvardsson, Director, Service Research Center, CTF, Karlstad University, Sweden
                James Fang, President, Asia Pacific Chapter, Service Research and Innovation Institute (SRII)

Abstract
“The world is flat!”

There are many services, especially IT services, have been out-sourced from the USA and Europe continent to India, Ireland, the Philippines, etc. so as to take advantage of the large number of tented but lower wages workers of these countries. It is a natural strategy to consider global market opportunities whenever new services are designed. Or, a successful service model in certain country desires to expand its market to other foreign countries for significant growth.

While there are quite a few of highly visible success stories on globalization of services, a fair share of unsuccessful experience did happen, mostly faded away without much attention. We wish to examine in depth, through knowledge sharing by our distinguished panelists, from both succeeded and failed cases, how to increase the successful rate of globalization of services.

• Can all types of services be globalized? Are there certain characteristics in determining whether a service would likely be successful in global markets?
• Taking a successful local service to globalization is always a big step forward to any organization; what are some of the key considerations the company should plan well in advance?
• In definition, globalization of services means that a company serves global customers. That is you can expand your service delivery system to foreign markets or you can bring customers from worldwide to where you located. What strategy should be selected and why?
• B2B services seem to be more successful than B2C when expansion into global markets because the local culture impact is lesser in B2B situations. What are some of the successful experiences in dealing with different culture at different markets?

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Panel (II): Industrial Practice of Service Innovation

Chair: Kung Wang, Chair Professor, China University of Technology

Panelist: B.N. Tseng, Director, Taiwan Semiconductor Manufacturing Company
                Matt Huang, C.O.O., Armorize Technology
                Michelle Kuo, Vice President, Shui-Mu International Company Ltd.

Abstract
The service-oriented activities have dominated the daily work with both of manufacturing and service sectors in Taiwan since the majority of labor-intensive manufacturing operation has moved out abroad. In order to pursue growth opportunity and competitive advantage, service innovation has become more and more widespread among all industries to create greater value for companies and customers, or to co-create value with customers.

Comparing to original equipment manufacturing (OEM) business model, increasing number of Taiwanese companies choose to establish their own brands and develop more direct and tighter relation with end customers, which facilitate additional service value to strengthen customer loyalty. The goal of this panel is to explore the advantages and challenges among different types of own-brand companies through service innovation.

• Different from technological/product, services are intangible, perishable, simultaneous, and heterogeneous. What are the determinants for service innovation? How to sustain competitive advantage for own-brand companies through service innovation?
• With regard to configuration of innovative services, the integration of customer-related knowledge is critical for value proposition. What are the main features of organizational design and coordination to respond to customer demand in a dynamic environment?
• Revolution of information and communication technologies has increased the efficiency and accuracy of production process, as well as the value-added of product. What’s the proper ICT strategy for own-brand companies’ service innovation? What are the factors affecting the differentiation of brand image by applying ICT?

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Session 1A: Strategic Adoption of Service Science

• Framework of the Strategy Formation for Technology Adoption in Supply Chain Management

Benjamin Yen


• The Willingness of Sharing Information between organizations

Timon Du


• Statistical Quality Techniques to Service Science and Engineering

Fugee Tsung


• An Analysis on a Service Production Model and Types of Innovations Based on Approaches of Characteristics

Jianbing Liu, Xielin Liu and Li Wang

Session 1B: Service Management (I)

• An Examination of Collaboration and Resource-Oriented Practices Enhancement, Using the Industrial Design of a Service-Taking High-Tech Industry as an Example

Yichen Lin, Chun-Ting Lai, Yichuan Wang and Chierh Thay


• Customer Knowledge Management for Service Innovation

Shari S.C. Shang, Chen-Yen Yao and Da-Ming Liou


• A Study of the Performance Evaluation of Taiwanese Hotels through Improved Assurance Region DEA

Hilary Cheng, Yii-Cheng Lu and Jen-Tsung Chung


• Maintaining Customer Loyalty after a Merger: An Empirical Study of the Taiwanese Banking Industry

Shu-Hao Chang, Wen-Hai Chih and Kai-Yu Wang

Session 1C: Service Innovation and Business Model

• A Diagnostic Framework for Managing Service Business Model Innovation

Chung-Shing Lee, Fang-Mei Tseng and Jonathan C. Ho


• Service Innovation in Hotel Industry: A Cross-national Comparative Analysis

Wan Yee Lah, Hung Tai Tsou and Ja Shen Chen


• The High-valued Strategies of the Manufacturing Service Industry

Phil Yang, Yuan-chieh Chang and Yi Chang Yang


• The Impact of ICT on Business Models for Delivery of Consultancy Services – The Case of Technical Engineering

Morten Falch and Hanne Westh Nicolajsen

Session 2A: E-Services and Marketing

• Examining Mediating and Moderating Effects in the Service Failure

Jyue-Yu Luo and Chyi Jaw


• Investigating the Influence of Service Failure Severity on Customer Loyalty in E-Commerce: The Moderating Effect of Service Recovery Justice and Perceived Switching Cost

Yi-Shun Wang and Yu-Yin Wang


• An Experimental Study on Identifying Moderators of PPL Effects in Games

Youngrak Kim, Guiyoung Choi and Yoongon Cho


• Achieving Ambidexterity in Retail Banking: The Role of Branch Context

Ting Yu, Paul Patterson and Ko de Ruyter

Session 2B: Service Management (II)

• Strategy and Process of Value Creation and Appropriation in Service Clusters

Pi-feng Hsieh and Chung-Shing Lee


• Leveraging Uncertainty through Make-to-Order

Hai Che, V. Padmanabhan and Chakravarthi Narasimhan


• Innovation of Services for Business Organizations to Remain Globally Competitive: A Conceptual Solution

Yazrina Yahya, Salha Abdullah, Muriati Mukhtar, Hasannudin Saidin and Zuraidah Abdullah


• Investigating the Drivers of Service Innovation and Supply Chain Success in High-Tech Industry: Strategic Orientations Perspective

Yichen Lin, Yichuan Wang, Chiahui Yu and Chao-Che Lin

Session 2C: Service Innovation and Customer Co-Creation

• A SAT View on New Service Development

Fu-ren Lin and Pei-Shan Hsieh


• Investigating the role of customers in service innovation

Ada Scupola, Hanne Westh Nicolajsen and Morten Falch


• Public Technology Intermediary as Living Lab for New Product Development

Chia-Han Yang, Pei-Han Chung and Joseph Z. Shyu


• Inspired by Users: User-centric Innovation in the Context of Design Adaptation

Hui-Fen Chen

Session 3A: IT in Services

• The Potential for Enterprise Resource Planning in Improving the Efficiency of Service Management in the Taiwanese Senior Citizen Service Industry

Hung-Ju Chien


• Development of a Multi-Agent Simulator (SCIM) and Its Application to Customer Services of Car dealer

Akira Kamoshida, Takao Terano, Jiang Bin and Hasnat Elias


• A FCM-Based Approach to Expectation Management in Dynamic Resource-Bounded Service Context

I-Hsuan Chen, Yen-Hao Hsieh and Soe-Tysr Yuan


• A Joining-Shortest Service System with MAP Inputs

Zhaotong Lian and Guie Fu

Session 3B: E-Services and Quality Measurement

• Towards an Understanding of the Behavioral Intention to Use Motion-sensing Game: The Role of Intrinsic and Extrinsic Motivation

Yi-Shun Wang and Chien-Hsiang Chou


• A Study on the Brand Community Service Quality and User Satisfaction: Comparative Analysis on the User-initiated Type and the Corporate-established Type

Ji Yeon Lee, Sae Ha Jeon and Yoon Gon Cho


• The impact of the use of IRS to students' satisfaction on teaching quality

Hsing-Hui Chu, Ta-Jung Lu and Jong-Wen Wann


• Quality inconsistency of service channel shift and its impact on user-provider relationship

Chien Hsiang Liao, HsiuJu Rebecca Yen and Eldon Y. Li

Session 3C: Service Innovation and Applications

• Exploring Bi-layer Composition of Service Innovation Mechanism: The Case of Evidence-based Medicine Realization

Wen-Hong Chiu, Yuan-Chieh Chang and Hui-Ru Chi


• The framework of service concept on travel and tourism Industry

Chih-Ming Hsu, Zi-Hui Chen and Yiche Grace Chen


• Exploring Service Innovation Enablers in Open System Context with Web 2.0 Initiatives

Chun-Hsien Liu and Tsung-Yi Shen

ICSSI and ICEC Joint Tutorial Session

Tutorial A: Value Creation Through Service and Service Innovation

Prof. Bo Edvardsson

CTF Service Research Center, Karlstad University, Sweden

Abstract
The overall aim of this tutorial is to prepare for challenges in a service driven economy. Actionable knowledge in the field of value creation through service in the context of service organizations, manufacturing companies and public and government organizations will be provided.

The tutorial introduces key concepts behind service research and service science such as the concept service and models to portray and categorize services, value-creation through service, the service logic, service quality, complaints management, service experience and the experience room and customer involvement. The focus is on how value is co-created with customers and adds value for other stakeholders such as shareholders, employees and society in general. Both strategic and operational issues are focused on.

Services Science is an emerging discipline that focuses on fundamental science, models, theories and applications to drive innovation, competition, and quality of life through service(s). Source: Bitner, Brown, Goul and Urban, ASU 2006. Service science has a potential to stimulate a new and fruitful cooperation between scholars within different academic disciplines to develop concepts, models, theories and not least relevant empirical studies on value creation through service. The customer-focused perspective should be the foundation for service science. Service is here defined as a perspective on value-creation focusing on value co-created with customers/users and assessed on the basis of realized value in use.

Outline

1. Aims and objectives
• Describe service as a perspective on value creation and the service logic
• Identidy, analyse and understand key value drivers from various stakeholders’ perspective
• Understand key concepts in new service development and service inovation
• Present and discuss real world examples from both B2B and B2C contexts
2. Introduction and overview
• The development of service research towards a customer focus and value in use
• The concept service, the service encounter and service quality drivers
• From the goods logic to the service logic to understand value creation
• Case-dicussion: two ’mini-cases’
3. New service development and service innovation
• Defenitions, perspectives and successfactors
• Developing the service offering, the service process and service system
• Designing service test-drives
• Customer involvement, open source and user contribution systems
• Examples: SKF, Scania, ABB, Lego and Atlet

Biography
Bo Edvardsson is founder and Director CTF-Service Research Center, Karlstad University Sweden since 1986. CTF has 55 scholars and is the largest service research group in Europe and probably in the world. He has published 90 articles in scholarly journals and is the author or co-author of 18 books. He is a fellow and at many universities and Business Schools such as Hanken School of Economics in Finland, Center for Service Leadership at JP Carrey School of Business. Arizona State University (ASU) USA, National Tsing Hua University Taiwan, ISS-International Business School of Service management, Hamburg Germany and NUS-National University of Singapore. Bo has been involved in many promotions to full professor at leading universities such as Cornell in the US and Warwick in England. He has been invited as visiting scholar numerous times including visits at ASU, Cornell, NUS, University of Auckland, Hanken, ISS and Hua University. Bo has received a number of best paper awards in journals and at research conferences.

• Editor, Journal of Service Management since 2004. The journal is one of Emerald’s top journals.
• Member of the editorial board of the following journals: Journal of Service Management, Managing Service Quality, International Journal of Internet Marketing & Advertising and Journal of Service Research.
• Member of organizational committees for several research conferences on Service Management such as The international research symposium on Services Excellence in Management QUIS 1–11, held every second other year since 1988 alternately in Sweden and in the US.
• In February 2009 Bo Edvardsson was awarded “Emerlad Literati Leading Editor Award 2009”
• Highly Commanded Paper Award in Managing Service Quality 2009. (Sandström, S., Edvardsson, B., Kristensson, P. & Magnusson, P., 2008, Value in use through service experience, Managing Service Quality, Vol. 18, No. 2, pp. 112-126).
• On December 3rd 2008, Bo Edvardsson was awarded for public service with a Medal from the City of Karlstad.
• 2008 The RESER award; “Commendation for lifetime achievement to scholarship” by The European Association for Service Research.
• 2004 Career Contributions to the Services Discipline Award. Presented by Services Marketing Special Interest Group (ServSig) of the American Marketing Association.
• Best paper award at 10th International QMOD Conference 2007.
• Citation of Excellence Award 1996 for the article “Key Concepts in New Service development published in The Service Industry Journal.

My research can be divided into five main areas: (1) Service Quality, (2) Customer relationship dynamics, (3) New service development and service innovation, (4) Service experiences and the experience room, (5) Value creation through service and the service logic.

Ten selected publications:

• Edvardsson, B och Enquist, B., 2009, Values-based Service for Sustainable Business: Lessons from IKEA.Routledge, London.
• Edvardsson, B, Holmlund, M and Strandvik, T., 2008, Relationship Initiation in Business-to-Business Professional Services, Industrial Marketing Management. Vol. 37, pp 339-350.
• Sandström, S., Edvardsson, B., Kristensson, P. & Magnusson, P., 2008, Value in use through service experience, Managing Service Quality, Vol. 18, No. 2, pp 112-126.
• Roos, I, Gustafsson, A and Edvardson, B., 2006, Defining Relationship Quality for Customer-driven Business Development - a Housing-mortgage Company Case, International Journal of Service Industry Management. Vol. 17, No. 3/4.
• Edvardsson, B., 2005, Service Quality: Beyond Cognitive Assessment, A Guru’s View, Managing Service Quality Vol 15, No 2, pp 127-131.
• Edvardsson, B, Gustafsson, A and Roos, I., 2005, Service Portraits in Service Research – A Critical Review. International Journal of Service Industry Management, Vol 16, No 1, pp 107-121.
• Edvardsson, B, Enquist, B, and Johnston, B., 2005, Co-Creating Customer Value Through Hyperrelaity in the Pre-purchase Service Experience, Journal of Service Research, Vol. 8, No. 2, pp 149-161.
• Edvardsson, B, Enquist, B, 2002, Service Culture and Service Strategy - The IKEA Saga, The Service Industries Journal. Vol 22, No 4, pp 153-186.
• Edvardsson, B, Roos, I, 2001, Critical Incident Techniques - Towards a framework for analyzing the criticality of critical incidents, International Journal of Service Industry Management. Vol 12 No 3-4, pp 251-268.
• Edvardsson, B, 1997, Quality in New Service Development - Key concepts and a frame of reference, International Journal of Production Economics, Vol 52, No 1-2. pp 31-46.

Tutorial B: Diverse Mobile Services in ‘Galapagos Islands'

Prof. Junichi Iijima

Tokyo Institute of Technology, Japan

Abstract
Recently, cellular phones are used almost everywhere on the earth. In Japan, cellular phones with multi functionalities such as camera, Internet accessible, GPS, IC card, 1-seg and so forth are getting popular in these days. Since most of people go around with cellular phones, it is expected to use it in business scene as well instead of PC or PDA. Since transmission method was original at the beginning, Japanese cellular phone market is often said to be Galapagos. Similarly, Mobile Services in BtoC and BtoB is moving in its original unique evolutionary direction.

In this tutorial, we focus on usages of cellular phones in Mobile Services in Japan and discuss on the Japanese way of usage comparing other countries. Firstly, we survey the current mobile market in Japan. Then we discuss on mobile BtoC service comparing China, Korea and Japan. Next our focus shifts to the mobile BtoB service in Japan. After introducing several cases found in manufacturing, finance and service industries, we clarify the differences in mobile business process in Europe and Japan. Finally, we discuss on mobile service in Future.

Outline

1. Current mobile market in Japan
2. Mobile BtoC services in comparison with China and Korea
3. Mobile BtoB services in Japan
4. Mobile business process in comparison with Europe
5. Mobile services in Future in Japan

Biography
Dr. Junichi Iijima is a professor of the Department of Industrial Management and Engineering, a Vice Dean of the Graduate School of Decision Science and Technology, Tokyo Institute of Technology, Japan.

His major interests are Information Systems Integration, M-Business, IT Value and Systems Theory. He is the author and coauthor of many papers, articles and books in Japanese and international journals as well. He organized the succesive workshops jointly with KAIST (Korea) and Tsinghua University (China) since 2001.

He is the ex-president and currrently the chair of the advisory board of JASMIN (the Japan Society for Management Information), which is one of the major societies related to Information Systems in Japan.

Tutorial C: Lightweight Semantic Annotations for Services on the Web

Dr. Dumitru Roman and Florian Fischer

Semantic Technology Institute, University of Innsbruck, Austria

Tutorial-C Slides

Abstract
This tutorial “Lightweight Semantic Annotations for Services on the Web” tackles the ICEC’09 theme of “Service Innovations for E-commerce” and the question of how to effectively deliver values to internal and external customers in the face of an ever-increasing number of Web services and Web-based applications. The tutorial aims at providing basic and advanced insights on how the application of Service-Oriented Computing paradigm on a Web scale can address this challenge.

In this context, the tutorial places particular emphasis on the need for applying semantic technologies in an innovative way. Semantic technologies can potentially provide the means to achieve the scalability required to deal with the increasing number of Web services and Web-based applications shaping the present and future of e-commerce. To this end, the tutorial introduces Service-Oriented Architectures (SOA), which is a popular new approach for supporting the rapid development of low-cost, interoperable, and evolvable distributed applications. Against this background, the tutorial presents and explains the next evolutionary step of SOA towards a Web of services driven by an underlying ambition to make services widely available as Web services on the Internet: SOA extended with Semantic Web Technology generating a global marketplace of services.

The aim of extending SOA with Semantic Web technologies is to further automate tasks such as the discovery, composition and execution of services. These are tasks that are essential to a global marketplace of services. The tutorial provides a primer in the underlying principles of the Semantic Web and an in-depth excursion into how lightweight semantics can be attached to existing services using SAWSDL. The resulting lightweight semantic descriptions can be seen as bottom-up extensions of non-semantic service descriptions that facilitate the aforementioned tasks. The tutorial provides a detailed illustration of WSMO-Lite and MicroWSMO, two techniques for semantic Web service descriptions of both SOAP/WSDL-based Web services and RESTful Web APIs.

Outline

1. SOA and Web services
2. Principles of the Service Web
3. Semantic Web and Semantic Web Services
4. Lightweight annotations for services: WSMO-Lite & MicroWSMO
5. Demos

Biography
Dumitru Roman works as a senior researcher at the Semantic Technology Institute (STI) / University of Innsbruck, Innsbruck, Austria. In 2008 he received a PhD in Computer Science from University of Innsbruck, Austria, and in 2003 a Diploma Engineer degree in Computer Science from Technical University of Cluj-Napoca, Romania. His general research background and interests lay at the border between knowledge representation and reasoning, and large scale, dynamically distributed systems. Dumitru has performed research on broad topics related to semantic and service-oriented technologies. During the last five years, he has been involved in several large scale European projects in the area of Semantic Web Services (e.g. SWWS, DIP, SUPER, SWING, SHAPE, etc) and was a key person in the Web Service Modeling Ontology (WSMO) initiative. Currently he is co-chair of the Conceptual Model for Services Working Group. His research directions point to novel methods for developing an advanced knowledge infrastructure that potentially enables individuals, organizations, and humanity as a whole to socialize, access services, and solve problems much more effectively than we are able to do today.

Florian Fischer works as a researcher at the Semantic Technology Institute (STI) / University of Innsbruck, Innsbruck, Austria. He holds a Bachelor's degree from the University of Innsbruck, Austria. His main research interests are formal languages and automated reasoning, with a particular focus on tractable formalisms and inference over uncertain data. During the last two years, he has been involved in several European projects concerned with Semantic Technologies (e.g. SUPER, SOA4All, LarKC, etc) as well as projects at a national level. He is currently involved in the standardization of Semantic Web and Semantic Web Services technologies as a member of the CMS Working Group where he is working on WSMO-Lite and the Web Service Modeling Language (WSML).