1. RESEARCH INTENT PRESENTATION Presented by Remigus Onuoha Centre for Computing, Intelligence and Security Systems School of Computing, Engineering & Technology Staffordshire University Supervisors: Prof. Lorna Uden / Dr. Alan Eardley

2. RESEARCH FOCUS Topic: Designing a service network to simulate the co-creation of value. Objective: This research aims to undertake qualitative study of service systems with a view to better understanding of service systems evolution and its network partner interactions. It is hoped that this will lead to more systematic approach to service innovation. Service innovations have the potential to impact on service quality, service productivity, and system predictability.

3. Background Why the Science of Service? Three levels of understanding service thinking I. Marketing and Economic Exchange (Nature of Markets) II. Service Systems (System analysis of service co-creation) III. Service Activities (Specific activities) SDL focuses more on the nature of markets and economic exchange while a service systems approach focuses more on understanding, analysing, implementing and improving systems through services are co-created by service providers and service consumers.

4. RESEARCH QUESTIONS Some of the fundamental premises of service dominant logic (SDL) assert that all economies are service economies and that customers are co-creators of value. This research aims to address the following issues: Are customers always co-creators of value? While noting the different levels of participation of customers. Is it possible to design a framework that will be representative of the service value chain of all service systems and simulate the co- creation of value? To what extent can intelligent technology mimic this network? Is it possible to quantify and improve the scalability of customer satisfaction in an economy where relationships replace transactions and value-in-use replaces values-in-exchange?

5. Research Method Action research methods Why: I. Flexibility II. Adaptability III. Supports problem solving and theory formulation

6. RESEARCH METHODS Action Research Model: Gerald Susman, 1983.

7. RESEARCH METHODS Possible use of other tools like: I. Use of ideas and tools from social sciences and anthropology Activity Theory II. Simulation tools like Vensim or I-Think

8. Anticipated challenges How do you model the co-creation of value? Extent of co-creation of value is also an issue (i.e. extent of customer participation in the value chain[from zero service to self service]). What is “Value” Is Value in this context related to experience? And thus Satisfaction? How would you measure Value, Experience or Satisfaction in the SDL environment?

9. Questions / Advice