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Multi-dimensional focus of IT Strategic approach for Value Co-creation: A study of customer’s experience in online banking service system
Umeå University, Faculty of Social Sciences, Department of Informatics.
2013 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

Service-dominant logic is the co-creation of value-in-use with service systems resources and customers. This study aims to approach strategy for value co-creation process from customer’s perspectives on self-service technology. For that, a case study was conducted about the customer’s experiences on creating the values when using the online banking service. The thesis begins with the introduction about the potential of IT in service-dominant logic with service systems, related literature and theoretical framework of value co-creation as value-in-use/value co-destruction. Further, this study has analyzed the risk factors, challenges and complexities that occurred in service systems in the perspective of value-in-use/value co-destruction. Based on the findings, I have approached the multi-dimensional focus of IT strategic (flexibility, comfortability, effective information entity and customer-centric network) approach to increase customer participation in value co-creation process. This approach could be helpful to improve the quality of service systems in self-service technology and to understand customer’s reality during value creation process.

Place, publisher, year, edition, pages
2013. , 28 p.
Informatik Student Paper Master (INFSPM), 2013.07
Keyword [en]
Service-dominant (S-D) logic, Value co-creation, Value-in-use, Value co-destruction, service systems
National Category
Information Systems, Social aspects
URN: urn:nbn:se:umu:diva-73357OAI: diva2:631228
Educational program
Master's Programme in IT Management
2013-06-05, MA156, MIT Buiding, Umeå University, Umeå, 13:20 (English)
Available from: 2013-06-20 Created: 2013-06-20 Last updated: 2013-06-20Bibliographically approved

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Arumugam Malar Dhanalakshmi(419 kB)743 downloads
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