E-Services in Retail - An Extended Service Blueprinting Approach
San Francisco, California, USA, Association for Information Systems, (6-9 August 2009)San Francisco and California and USA.Abstract
Offering business services is widely considered as
a means for superior value creation, and
increasing research activities in the emerging disc
iplines of Service Sciences and Service Science
Management and Engineering (SSME) can be ascertaine
d. Even so, service research often
focuses on analysing the customer interface of serv
ice processes while neglecting the back stage
of service delivery. Moreover, services in retail w
ith their distinctive characteristics are also
seldom addressed. We propose an adapted service blu
eprinting approach which we designed to
support the digitalization of business services in
retail. After comparing traditional service
blueprinting approaches we reconstruct a meta model
to conceptualize the rather non-formalized
service blueprinting approach as a modeling languag
e. Consecutively, we extend the meta model
for displaying the degree of digitalization in serv
ice systems, comprising physical goods
suppliers, retailers and customers as stakeholders.
By applying the extended blueprinting
approach, we propose IT artifacts to facilitate cou
pon services in retail.
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