Many organisations need to increase their use and knowledge of service innovation in order to answer up to the increased demand for sustainable services and offerings that cater to the needs of their users. They need to become better at understanding that the best starting point for organisational development is outside the organisation where the value of their products and services are Co created with other actors and stakeholders. This paper explores the possibility of creating a serious game that introduces service innovation using the design science research and workshops as a collaboration method. The most important Service Innovation elements to include in the game are evaluated and the game ideas generated are examined through the lens of two different game design frameworks.

Den tekniska utvecklingen har skapat en unik möjlighet för den traditionella handelns verksamheter att övergå till en digital plattform eller e-handel. E-handeln har sett en stor ökning de senaste åren och anses vara ett seriöst alternativ till den traditionella handel då det ger konsumenter en möjlighet att anpassa tjänsten efter sina egna krav och behov.    Syftet med studien är att undersöka informationsutbyte mellan aktörer inom e-handelns dagligvaruhandel. Digitaliseringen innebär att konsument och leverantör av tjänsten inte möts som de tidigare gjort. Detta innebär att kommunikationen måste bli tydligare för att hjälpa konsumenten. Informationsutbytet mellan konsument och handlare måste ersättas med tillräcklig produktinformation för att underlätta kundens inhandling. E-handel och fysiska butiker skiljer sig på många sätt och hanteringen av färskvaror är en viktig aspekt.  Service-dominant logic (SDL) används som studiens primära ramverk för att analysera empirin och förstå vad som drar konsumenter till dagligvaruhandelns e-handel. SDL är en logik som till skillnad från sin föregångare ställer aktörer i centrum, inom dagligvaruhandeln inkluderar det primärt kunden och handlaren. Aktörerna skapar gemensamt ett value co-creation vilket kan ses som ett samskapat värde där båda parter måste finnas för att skapa ett värdeerbjudande.      Studien valde att utforma en kvalitativ undersökning utifrån tre centrala punkter: konsumentperspektivet, tekniska perspektivet och tjänsteperspektivet. Utifrån det gjordes intervjuer som sedan transkriberades och analyserades för att besvara studiens frågeställningar.    Analysen av resultatet gjordes genom studiens ramverk (SDL) samt den omskrivna litteraturen för att komma fram till ett resultat. Resultatet av analysen visar att studiens informanter upplever informationsutbytet som otillräckligt samt att det inte uppfyller deras krav kring tjänsten. Bristen av information påverkar därför även hanteringen av färskvaror, det framgår inte tydligt hur konsumenten ska gå till väga för att lösa situationen. / The technical development has created a unique opportunity for the traditional trade businesses to move to a digital platform or e-commerce format. E-commerce has seen a large increase in the past years and is considered a major alternative to the more traditional trade since it gives consumers an opportunity to adapt the service to meet their needs. The aim of the study is to investigate information exchange between actors involved in grocery stores e-commerce. The digitization means that consumers and suppliers of the service do not physically meet, which means that that communication must be replaced to help the consumer. The exchange of information between consumer and retailer must be replaced with sufficient product information to facilitate customer needs. E-commerce and physical stores differ in many ways and the handling of fresh produce is an important aspect. Service-dominant logic (SDL) is used as the study's primary theoretical framework for analyzing the empirical data and to better understand what draws consumers to the grocery trade's e-commerce. SDL is a logic that, unlike its predecessor, puts actors at the center, in the grocery trade it primarily includes the customer and the retailer. The actors create a value co-creation, which can be seen as a co-created value where both parties must be present to create the joint value. The study chose to design a qualitative study based on three central points: the consumer perspective, the technical perspective and the service perspective. Based on this, interviews were conducted which were then transcribed and analyzed to answer the study's questions. Analysis of the result was done with the theoretical framework (SDL) and the rewritten literature to arrive at a conclusion. The results of the analysis show that the study's informants perceive the exchange of information as insufficient and do not meet their demands regarding the service. The lack of information therefore also affects the handling of fresh produce, it’s not clear how the consumer should go about resolving the situation.

The concept of customer experience has an increasing interest among organizations today since customers have become picky and demands for an experience are an existing fact. In the early 2000s, a paradigm shift was found, where focus from a goods-dominant logic was moved to a service-dominant logic which came to have a great impact on how to manage customer experiences today. Digitalization in society has increased which has created both opportunities and difficulties for organizations. A new norm has emerged where organizations implement an omnichannel strategy. In turn, omnichannel marketing can improve the customer experience. However, omnichannel marketing makes the customer journey highly individual and more complex to understand. Therefore the purpose of this thesis is to explore how Swedish retailers on a strategic level manage the customer experience and if there are any differences in the strategies between price segments. The empirical findings were conducted using a qualitative multiple case study of five cases in the Swedish retail sector. The data was gathered from semi-structured interviews and was analyzed and compared to existing theory.  The conclusion of this thesis shows customer insights as a common theme that emerges frequently throughout the semi-structured interviews. Through customer insight, retail organizations have a chance to meet their customers’ demands and face the complexity that occurs with technology and new channels. In the conclusion, there are also found differences in how to manage customer experiences between price segments. A common factor among the cases within customer experience is quality. Although, quality has a different meaning depending on which price segment. Further, the quality can be staged into three levels connected to each price segment.

京都大学 / 0048 / 新制・課程博士 / 博士(経済学) / 甲第20149号 / 経博第547号 / 新制||経||280(附属図書館) / 京都大学大学院経済学研究科経済学専攻 / (主査)教授 原 良憲, 教授 若林 靖永, 准教授 WANG,Yingyan / 学位規則第4条第1項該当 / Doctor of Economics / Kyoto University / DGAM

京都大学 / 0048 / 新制・課程博士 / 博士(経済学) / 甲第20874号 / 経博第569号 / 新制||経||284(附属図書館) / 京都大学大学院経済学研究科経済学専攻 / (主査)教授 原 良憲, 准教授 菊谷 達弥, 准教授 秋田 祐哉 / 学位規則第4条第1項該当 / Doctor of Economics / Kyoto University / DFAM

The European authorities have taken a crucial step towards sustainable mobility byhighlighting the importance of shared mobility. Carsharing, part of the sharing mobility system, hasbeen kindly adopted by many countries in Europe and North America since it removes nine tothirteen vehicles from the road. Carsharing has been around for almost a century, and its adoptionhas been different in different countries. Despite its popularity, a lower uptake has been in Sweden,where this study investigated the research question: How can P2P carsharing services be designedto overcome the challenges hindering their adoption in Sweden? This study investigated andanalysed the research question using a qualitative research approach by conducting 11 semi-structured interviews involving active and potential users. This study generated three challenges,trust issues, limited supply and user experience. The results of this study contribute to a betterunderstanding of the challenges faced by two perspectives, active and potential users. Last but notleast, the results generated in this study should be seen as an impetus for future research whenexploring and designing future P2P carsharing services.

Digitalisering har gjort att många företag behövt anpassa sin verksamhet mot utvecklingen på marknaden. Plattformar, i form av digitala mellanhänder, har i sin tur tagit ett större spelrum genom att erbjuda företag fördelar som bredare kundbas och ökad synlighet för att bli del av deras nätverk. I samband med Covid-19 var restaurangbranschen en av de yrkesgrupper som blev hårdast drabbade, vilket resulterade i att många restauranger valde att ansluta sig till digitala mellanhänder som Foodora, Wolt och Uber Eats för att hålla sina verksamheter vid liv. Som en uppföljning av den ökande användningen undersökte studien hur digitala mellanhänder kan påverka anslutna restauranger i processen för värdeskapande och kundengagemang. Detta då interaktioner med kunder minskar i samband med användningen. Studien genomfördes i form av en fallstudie, där intervjuer utfördes på anställda från en ansluten restaurang samt en anställd från en digital mellanhand för att jämföra upplevelserna. Resultaten visade på att kundengagemang och värdeskapande inom restaurangbranschen kan förekomma vid användning av digitala mellanhänder, men att det främst sker genom återköp och inte via social interaktioner. Restaurangerna kan med andra ord, allt annat lika, bibehålla sin försäljning genom digitala köp. Dock förlorar de värdet som sociala interaktioner kan ge i form av feedback eller rekommendationer till nya kunder.

Due to the increasing digitization of society, Gamification of services has become increasingly proliferated. Identifying and knowing how to manipulate the factors for successful implementation of gamification strategies is paramount. This study focuses on the factors of intrinsic motivation as identified by Self-Determination Theory while utilizing the principles of Service-Dominant Logic. Though the relationship between Self-Determination Theory and Gamification is relatively well researched, this is the first study to examine the relationship between all of these three distinct theories. This is a deductive quantitative study wherein upon an extensive theoretical and literature chapter, a collection of survey questions was devised and disseminated to appropriate audiences. This approach yielded 108 survey answers which were designed to examine independent versus dependent variables in order to draw a conclusion on specific relationships. The research findings revealed that the combination of Self-Determination Theory and Service-Dominant Logic did not yield any significant benefits when attempting to enhance customer motivation. Consequently, this study failed to provide evidence supporting the notion that these theories, when employed collectively within a gamification context, could produce more positive outcomes in comparison to Self-Determination Theory alone. The study yielded some interesting implications. Managers must exercise caution regarding the adverse effects that excessive customer autonomy can have. They should strive to establish a well-defined equilibrium between granting customers control while still meeting their expectations. Moreover, managers must tactfully avoid making customers feel inadequate which can be done through offering manageable challenges and tailoring products and services to suit their unique requirements. Lastly, managers should account for the preferences of their target audience when implementing gamification and allocate resources to research and development to remain informed about the latest advancements in this field.

京都大学 / 新制・課程博士 / 博士(経済学) / 甲第24867号 / 経博第674号 / 新制||経||304(附属図書館) / 京都大学大学院経済学研究科経済学専攻 / (主査)教授 原 良憲, 教授 山田 仁一郎, 准教授 WANG Tao / 学位規則第4条第1項該当 / Doctor of Economics / Kyoto University / DGAM

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