Service Science Textbooks: Opportunities of an Interdisciplinary Approach

KIT – The Research University in the Helmholtz Association
KARLSRUHE SERVICE RESEARCH INSTITUTE (KSRI)
www.kit.edu
www.ksri.kit.edu
Service Science Textbooks:
Opportunities of an Interdisciplinary Approach
Dr. Johannes Kunze von Bischhoffshausen, Peter Hottum, Ronny Schüritz These slides are based on the IESS 1.6
proceedings paper of the same name and
published online under the Creative Commons:
https://creativecommons.org/licenses/by-sa/4.0/

2 Karlsruhe Service Research Institute
www.ksri.kit.edu
The current literature doesn‘t give an interdisciplinary map of the
world of service science whereas the new book will fill this gap.
Prevent a an inconvenient teaching of service
systems for both, students and lecturers.
Create a textbook on service systems,
integrating content from multiple disciplines in
order to create a holistic teaching concept for
service science and service systems.
Provide an interdisciplinary map of the world of
service science that conquers the challenges to
explain service systems to students and
practitioners.
Service Science as a research discipline
was initially fostered by IBM and the
Cambridge University’s Institute for
Manufacturing in the 2000s. It is based on
the work of Vargo and Lusch.
Most textbooks dealing with services are
dominated by a certain discipline
(Marketing, Operations, Information
Technology, etc.). Therefore multiple
textbooks and other teaching material for
university courses are required.
Initial situation Objectives
A textbook that provides an interdisciplinary view on service systems is needed to
ensure multidisciplinary knowledge transfer and cost effective teaching.
5/27/2016 Kunze, Hottum, Schüritz - Service Science Textbooks: Opportunities of an
Interdisciplinary Approach

www.ksri.kit.edu
Textbooks that have been written by scholars from the services
marketing community.
Service Marketing -
Integrating Customer
Focus Across the
Firm
Author: V.A.
Zeithaml, M.J. Bitner
and D.D. Gremler
Focus: GAP model
Service Management
and Marketing -
Customer
Management in
Service Competition
Author: C.Grönroos
Focus: Nordic
school’s services
marketing view
Service Marketing -
People, Technology,
Strategy
Author: C.H.
Lovelock and J. Wirtz
Focus: 7 P’s
(Product, Price, Place,
Promotion, People,
Process, Physical
Facilities)
Service Marketing -
An Interactive
Approach
Author: R.P. Fisk,
S.J. Grove and J.
John
Focus: Theater model
and IT
Marketing

www.ksri.kit.edu
Textbooks that are related to service operations.
Service Management:
Operations, Strategy,
Information
Technology
Author: J. A.
Fitzsimmons, M.J.
Fitzimmons, and S.
Bordoloi
Focus: Designing a
service enterprise,
service operations,
quantitative methods
Service Operations
Management -
Improving Service
Delivery
Author: R. Johnston
and G. Clark
Focus: Service
operations, customer-
supplier relationships,
delivery, performance
management
Service Science
Author: M.S. Daskin
Focus: Quantitative
methods, mostly from
operations research
Operations

www.ksri.kit.edu
Textbooks that are related to computer science disciplines have
been taken into account for a short review.
Foundations of IT
Service Management
with ITIL
Author: B. Orand and
J. Villarreal
Focus: IT Service
Management
Enterprise SOA -
Service-Oriented
Architecture Best
Practices
Author: D. Krafzig, K.
Banke, and D. Slama
Focus: Web Services,
Service-Oriented
Architektur
Information Technology

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The textbook Fundamentals of Service Systems consists of ten
chapters. Each chapter integrates different disciplines.
Focus:
This textbook integrates several disciplines, such
as business and economics, quantitative sciences,
and computer science. The textbook therefore
provides an interdisciplinary map of the world of
service science that conquers the challenges to
explain service systems to students and
practitioners.
Chapters:
1. Foundations
2. Electronic Services
3. Service Innovation
4. Service Design
5. Service Semantics
6. Service Analytics
7. Service Optimization
8. Service Co-creation
9. Service Markets
10. Service Research

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Foundations (1/10)
Quantitative Science
Computer Science
Business & Economic
The chapter describes the
growing importance of services
due to several reasons. It
provides several service
definitions and makes use of the
ITO concept from service
operations to explore the nature of
services. Furthermore,
services are contrasted with
goods with regards to their
marketing and management
implications.
Chapter Overview Key Findings
• Service markets are emerging
and widening, IT as major
enabler
• The term service is used to
refer to a range of activities
that is difficult to encapsulate
within a simple definition.
• The differences between
goods and services are based
on many different factors
which are becoming more and
more acute as the services
sector expands.

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Electronic Services (2/10)
Computer Science
Business & Economic
This chapter provides an overview
of two streams—the automation of
activities and programming
paradigms—which drove and
supported the evolution of
electronic services. These
services are service systems
implemented using important
elements from the fields of
automation and programming. It
presents several classifications to
understand the nature of services
according to different views.
• The first perspective focuses on
the creation of electronic
services with the aim to reduce
costs and identifies services
from an economic perspective
• The second perspective led to
the development of web
services and cloud services
resulting from the adoption of
standards and unified interfaces
to enable the interoperability of
heterogeneous components to
truly support distributed
systems.

www.ksri.kit.edu
Service Innovation (3/10)
Computer Science
Business & Economic
This chapter gives an introduction
to innovation management in a
services context. Basic definitions
and types of innovation are
presented. The main part of this
chapter introduces and applies
relevant methods that can support
projects for new services
development. The last section
elaborates on the servitization of
manufacturing.
• A multitude of methods for the
management of service
innovation do exist.
• The transition of manufacturing
companies towards integrated
solution providers requires a
change of mindset, closer
integration of customers and the
establishment of long term
relationships to name just some
requirements.

www.ksri.kit.edu
Service Design (4/10)
Computer Science
Business & Economic
of service design as a human-
centric approach for creating,
describing, and operationalizing
new or improved services. It
outlines how service design
relates to topics such as service
innovation and new service
development, as well as the key
characteristics associated with the
concept today. The service design
process including a selection of
specific methods is introduced
and illustrated.
• Service design is the process of
systematically applying
methods and principles to the
design of services. The focus is
on the process.
• A process must be human-
centric, interactive, holistic,
iterative, and makes use of
prototypes.

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Service Semantics (5/10)
Computer Science
Business & Economic
The chapter looks at how to
enrich the description of cloud
services with semantic
knowledge. This enrichment is
conducted using Linked USDL
(Unified Service Description
Language), a service description
language built with semantic web
technologies. Linked USDL
provides a business and technical
envelope to describe services’
general information and their Web
API.
• Rich descriptions improve, not
only search, but also other
computational tasks such as
service selection, discovery,
classification, and composition.
• To exemplify the benefits of
using semantic service
descriptions, an algorithm for
service search was developed
to demonstrate how semantics
can improve precision and
recall.

www.ksri.kit.edu
Service Analytics (6/10)
Computer Science
Business & Economic
This chapter explains how
services, especially electronic
services, generate a wealth of
data which can be used for their
analysis. The main tasks and
methods, from areas such as data
mining and machine learning,
which can be used for analysis
are identified. To illustrate their
application, the data generated
from the execution of an IT
service is analyzed to extract
business insights.
• The large volumes of data
available today hold implicit
information that can be
translated into useful
knowledge for making intelligent
business decisions.
• Extracted insights are important
to understand all aspects of
service operations to take
actions to improve
organizational performance and
increase customer satisfaction.

www.ksri.kit.edu
Service Optimization (7/10)
Computer Science
Business & Economic
of Operations Research and its
mathematical models for planning
problems arising in the area of
services. For a better
understanding, a basic
introduction into the field of
Operations Research is given.
Different examples from service
areas are presented. Several
methods for solving the
mathematical problems are
discussed
• Especially in the area of
healthcare the use of
Operations Research in
practice to improve underlying
processes and logistics is
important as well as
promising.
• The Government Operational
Research Service (GORS) is
another good example for the
use of OR to improve services
in practice.

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Service Co-creation (8/10)
Computer Science
Business & Economic
on different aspects of co-creation
in a service context. The first
section introduces the concept of
value co-creation in service
systems and elaborates on the
relationship of co-creation to
service value propositions, service
encounters, service quality, and
service productivity.
• A service system view
requires taking all participants
into account, rather than
focusing on bilateral
interaction.
• Managing customer
relationships is a critical task
for service providers and
companies that strive to enrich
their business with services.
• Since both, the provider and
the customer, jointly create
value, understanding and
managing these roles is of
great importance for service
providers.

www.ksri.kit.edu
Service Markets (9/10)
Computer Science
Business & Economic
This chapter focuses on the
design and analysis of service
markets, which define how
services are purchased and
exchanged. Market engineering is
discussed as a structured
approach to study service
markets.
• Smith’s microeconomic system
as well as Weinhardt et al’s,
and Neumann’s notion of
market engineering provide an
economic framework for service
markets.
• The unravelling of the economic
context for service markets is
approached as the emergent
product of individual actions
that simulates human
behaviour.

www.ksri.kit.edu
Service Research (10/10)
Computer Science
Business & Economic
This chapter provides an outlook
on service network analysis and
service level engineering. Service
network research seeks to
understand what factors explain
the topology and dynamic nature
of service networks. Service level
engineering proposes to improve
service level management by
considering customers’ business
objectives rather than to focus on
the IT infrastructure that provides
the service.
• Service network analysis can
provide many new insights
into how service-based
economies are structured
since little is known about how
service providers establish
relationships.
• Despite the progress that has
been made in this field, there
are still many challenges that
need to be addressed in future
research.

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Lessons learnt
It was really a long journey writing a textbook
with a huge team of authors
over a long period of time
in a changing setup
with an international publisher
on an interdisciplinary topic.
But, we really have learned a lot – so, we should do it again…
If you plan a similar project – we are happy to share ideas and find synergies.
Please do not hesitate to contact us at
www.fundamentals-of-service-systems.org
hello@fundamentals-of-service-systems.org

www.ksri.kit.edu
Want it? Get it here…

www.ksri.kit.edu
Sources
Pictograms
http://www.freepik.com
www.flaticon.com/authors/freepik
www.flaticon.com/authors/situ-herrera
Book cover
http://img6a.flixcart.com/image/book/0/5/8/services-marketing-integrating-customer-focus-across-the-
firm-400x400-imadfkcy7abtcga8.jpeg
https://www.pearsonhighered.com/assets/bigcovers/0/1/3/4/0134123905.jpg
http://ecx.images-amazon.com/images/I/51Utece%2BJrL._SX258_BO1,204,203,200_.jpg
http://ecx.images-amazon.com/images/I/51V8VsnkJEL._SX382_BO1,204,203,200_.jpg
https://www.amazon.de/Service-Management-Operations-Information-Technology-
ebook/dp/B00DC85YYE
https://images-na.ssl-images-amazon.com/images/I/51vdtH-vjTL._SX258_BO1,204,203,200_.jpg
http://media.wiley.com/product_data/coverImage300/56/EHEP0022/EHEP002256.jpg
https://images-na.ssl-images-amazon.com/images/I/51DCiYjjjCL._SX258_BO1,204,203,200_.jpg
http://worldbookwiki.com/wp-content/uploads/2014/10/enterprise-soa-service-oriented-architecture-
best_1.jpg
Kunze, Hottum, Schüritz - Service Science Textbooks: Opportunities of an
5/27/2016

Service Science Textbooks: Opportunities of an Interdisciplinary Approach

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