TY - JOUR
T1 - Stepping out of the shadows
T2 - supporting actors' strategies for managing end-user experiences in service ecosystems
AU - Story, Vicky
AU - Zolkiewski, Judy
AU - Verleye, Katrien
AU - Nazifi, Amin
AU - Hannibal, Claire
AU - Grimes, Tony
AU - Abboud, Liliane
PY - 2020/8/31
Y1 - 2020/8/31
N2 - In service ecosystems not all actors have direct relationships with end users, yet they are often critical for delivering better service experiences. Specific events (e.g. service failures) may require these supporting actors, who are often hidden during regular customer experience journeys, to become visible when deviations or disruptions occur. Deciding whether and when to come out of the shadows presents a complex managerial challenge for ecosystem actors providing supporting services, with important implications for end user’s experiences. We examine strategies that service ecosystem actors can adopt for managing end-user experiences in complex ecosystems, and the implications for themselves and other ecosystem actors. Based upon two dimensions, visibility and synchronization, six experience management strategies are outlined and contrasted. Using case vignettes, we explore how and when such strategies might be adopted and potential impacts on service sellers and end-user experiences during regular and atypical service journeys, and present future research propositions.
AB - In service ecosystems not all actors have direct relationships with end users, yet they are often critical for delivering better service experiences. Specific events (e.g. service failures) may require these supporting actors, who are often hidden during regular customer experience journeys, to become visible when deviations or disruptions occur. Deciding whether and when to come out of the shadows presents a complex managerial challenge for ecosystem actors providing supporting services, with important implications for end user’s experiences. We examine strategies that service ecosystem actors can adopt for managing end-user experiences in complex ecosystems, and the implications for themselves and other ecosystem actors. Based upon two dimensions, visibility and synchronization, six experience management strategies are outlined and contrasted. Using case vignettes, we explore how and when such strategies might be adopted and potential impacts on service sellers and end-user experiences during regular and atypical service journeys, and present future research propositions.
KW - customer experience management strategies
KW - supporting actors
KW - actor visibility
KW - ecosystem synchronization
U2 - 10.1016/j.jbusres.2020.04.029
DO - 10.1016/j.jbusres.2020.04.029
M3 - Article
SN - 0148-2963
VL - 116
SP - 401
EP - 411
JO - Journal of Business Research
JF - Journal of Business Research
ER -