+

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

a7

a6

a9a4

a3

a2

a1

a5an

a10

s10

s9s8s7

s6s5

s4

s3

s2

s1

sn

How to match

How to match

Background

Service providers Service customers?

?

?

?

?

?

??

?

?

??

?

??

????

?

?

??

?

??

??

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