Abstract:

Sharing-service business models face their own unique operational issues. The human aspect of the operation is particularly different from traditional service business models, and therefore requires special attention. One in that aspect is “increased role of customers in service production/delivery process” in sharing-service models. The primary goal of this study is to identify such operational issues and propose solutions. Based on the “service triad” framework, this study addresses the issues for each of the two sharing-service models: B2C – business to customers and P2P – people to people), For B2C models, three propositions are put forth based on the theory of the “social dilemma”: (1) Implementing social incentives; (2) Creating competition among small customer groups; (3) Designing effective customer messages. For P2P models, three propositions are put forth based on the “agency theory”: (1) Managing information; (2) Understanding customer’s attribution to service failure; (3) Providing evaluation reports using big data analysis. The current study is the first attempt in extending the service triad framework into sharing service business models towards the goal of proving managerial insights on improving service quality of sharing-services.

About the Speaker:

Sunmee Choi, Professor of Service Operations is currently on leave from Yonsei University (Seoul, Korea), serving as the Founding Dean of College of Business and Management at VinUniversity. Prior to her current appointment, she was the Associate Vice President of International Affairs for Yonsei University (March 2014 – February 2016); Director of Graduate Studies for School of Business at Yonsei University (March 2013 – February 2014); and Associate Dean for School of Business at Yonsei University (March 2010 – February 2011).