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A Design Theory Approach to Building Strategic Network-Based Customer Service Systems

机译：基于战略网络的客户服务系统的设计理论方法

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Customer service is a key component of a firm's value proposition and a fundamental driver of differentiation and competitive advantage in nearly every industry. Moreover, the relentless coevolution of service opportunities with novel and more powerful information technologies has made this area exciting for academic researchers who can contribute to shaping the design and management of future customer service systems. We engage in interdisciplinary research-across information systems, marketing, and computer science-in order to contribute to the service design and service management literature. Grounded in the design-science perspective, our study leverages marketing theory on the service-dominant logic and recent findings pertaining to the evolution of customer service systems. Our theorizing culminates with the articulation of four design principles. These design principles underlie the emerging class of customer service systems that, we believe, will enable firms to better compete in an environmentrncharacterized by an increase in customer centrieity and in customers' ability to self-serve and dynamically assemble the components of solutions that fit their needs. In this environment, customers retain control over their transactional data, as well as the timing and mode of their interactions with firms, as they increasingly gravitate toward integrated complete customer solutions rather than single products or services. Guided by these design principles, we iterated through, and evaluated, two instantiations of the class of systems we propose, before outlining implications and directions for further cross-disciplinary scholarly research.
机译：客户服务是公司价值主张的关键组成部分，并且是几乎每个行业中差异化和竞争优势的根本驱动力。此外，服务机会与新颖且功能更强大的信息技术的不断融合，使这一领域对于学术研究人员而言令人振奋，他们可以为塑造未来客户服务系统的设计和管理做出贡献。我们致力于跨学科的研究-信息系统，市场营销和计算机科学-以便为服务设计和服务管理文献做出贡献。基于设计科学的观点，我们的研究将市场营销理论应用于服务主导的逻辑以及与客户服务系统发展有关的最新发现。我们的理论以四个设计原则的结合达到高潮。这些设计原则是新兴的客户服务系统类别的基础，我们认为，这些类别将使公司能够在以客户为中心，客户自助服务和动态组装适合其需求的解决方案组件的能力增强为特征的环境中更好地竞争需要。在这种环境下，随着客户越来越倾向于集成完整的客户解决方案而不是单一产品或服务，客户可以保持对交易数据以及与公司互动的时间和方式的控制。在这些设计原则的指导下，我们概述了我们提出的系统类别的两个实例，并对其进行了评估，然后概述了进一步的跨学科学术研究的意义和方向。

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