Engaging Users to Co-Create - Implications for Service Systems Design by Evaluating an Engagement Platform

Abstract

Far-reaching digitalization affords significantly more opportunities for engaging actors and mobilizing resources in service systems. By leveraging these capabilities, digitally enabled service systems can facilitate user-generated services. Traditional service engineering approaches provide for such service systems. This paper presents and discusses the evaluation of a field-based design science research project for designing an engagement platform that facilitates the co-creation of user-generated services. This study reports contributions to the design knowledge of such an engagement platform and their consequences for engagement activities. Based on the evaluation, we propose design propositions for such an engagement platform from a sociotechnical perspective.

Micro-Level Mechanisms to Support Value Co-Creation for Design of Digital Services

“…Such approaches usually do not focus on the design of digital services. Grotherr, Semmann, and Böhmann (2018) argue for a need to understand value co-creation in the process of designing digital services by different actors involved in their design. Grenha Teixeira et al (2017) offer another approach to modeling a service using different service design methods.…”

“…Despite these limitations, we believe that this study offers a novel contribution to the literature regarding the design of digital services. We contribute to the conceptualization and theorization of value co-creation (Breidbach and Maglio 2016; Grönroos and Voima 2013; Grotherr, Semmann, and Böhmann 2018; Lusch and Nambisan 2015; Payne, Storbacka, and Frow 2008; Prahalad and Ramaswamy 2004b; Vargo, Maglio, and Akaka 2008; Vargo and Lusch 2017; Vargo, Koskela-Huotari, and Vink 2020). In contrast to previous contributions that have focused on value co-creation at the ecosystem level (see, for example, Vargo, Koskela-Huotari, and Vink 2020), we have focused more narrowly on individual and micro-level service customer perspectives (Storbacka et al 2016).…”

Mastering Digital Transformation with Service Dominant Architecture

“…Systems of Engagement (SoE) relate to service platforms and digital platforms, respectively. Hereinafter, we summarize briefly relevant contents and refer to previous publications for further details and studies [1,18,31,[48][49][50][51]. SoE is seen as the next stage of enterprise IT which bring companies new communication and collaboration capabilities to engage with their customers and suppliers, and vice versa, with a focus on communication to enable collaborative business in real-time with all the benefits of mobility and speed [18,30,48,50].…”

“…SoE brings S-D logic to the fore as this type of systems will foster interactions and relationships with communities and in more general resources that are outside the enterprise. Actor engagement [31,48,[50][51][52] can be conceptualized as microfoundation for value cocreation within service ecosystems [9,53]. Engagement platforms are an interesting field of research as the concept is not yet clearly defined.…”

“…Digital attackers are faster, more focused on customers, and responsive to their particular needs. Insurers risk to lose prosperous customer segments-foremost the younger generation-to new emerging competitors such as insurtechs [49,50].…”