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.

The world is facing an unprecedented global environmental disaster. CO2 is currently the largest contributor to global warming and a large part of global emissions come from the automotive industry. The Paris agreement as well as policies and governmental decisions are forcing car manufacturers to transition from internal combustion engines to electric motors. This has led to difficulties for organizations throughout the value chain whose products or services become obsolete. The purpose of this thesis is to examine how a small company called Loccioni managed to use their competencies to grow during this radical industrial transformation. To answer the research question, data was collected using semi structured interviews as well as a period of ethnography.  Results from this case study show that the values and mental models of Enrico and Graziella Loccioni developed over time into a dominant logic which they constantly adapted to changes in the external environment. By following their dominant logic, the company developed their core competencies. Focusing on having strategically similar businesses allowed them to use their competencies transversally throughout different business areas. By realizing what competencies they had, they could move swiftly from working with internal combustion engines to electric motors. Loccioni has also worked hard to develop their customer relationships, which allowed them to work with the same customers in different business areas. Having high trust with their customers also allowed them to work with open innovation and co-create with customers who had cutting edge knowledge in different parts of the e-Mobility business area. This enabled Loccioni to quickly develop their competencies in relatively unknown areas.

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

No description available.

Pre-sale activities of buying and post-sale activities of use are separated by time and judged in two time-place forms. Exchange value being one kind of judgment of desirability, separate from use value. However, traditionally marketing has not fully captured the co-creation of value in use, or therefore, how it affects the perceived value of the offering at purchase. The separation of purchase and use has been shown to create buyer uncertainty at the point of purchase about the future value created in use. Consider the decision to buy a service support contract for capital equipment in which the act and experience of use could continue for up to ten years after the decision to buy. At purchase, buyers may not be certain about the future state of use, i.e. whether or not equipment will fail, or indeed how the service will perform in the event of failure. While uncertainty about the state of use will continue across time, it has been argued uncertainty about how the service will perform may be resolved through repeat use or interaction. Through an exploratory case and a web-based survey of 95 organisational buyers of Product Service Systems (PSS) in capital equipment markets, this thesis finds customer-provider co-capability, which facilitates service performance in use, mediates the customer’s perceived risk of re-purchasing. As a result, this thesis makes a contribution to B2B marketing in identifying how value of the offering at purchase is affected by future customer-provider co-capability in use.

Resource integration, as it relates to value creation, has recently been a key aspect of the discussions about service-dominant (S-D) logic. However, the majority of research pays relatively little explicit attention to the process of theorizing and the epistomological and ontological assumptions upon which the theorizing process is based. This article addresses these issues. The processes that relate to theorizing and developing strong theory are discussed. We then examine how to conceptualize ‘resources’ and ‘resource integration’ following differing ontological and epistemological assumptions that guide the theorizing process. Research recommendations to help navigate through the finer details underlying the theorizing process and to advance a general theory of resource integration are developed.

Service quality and customer satisfaction are becoming increasingly important in today‟s business environment which is characterised by fierce competition between the service providers. In this regard it is very imperative that companies assess themselves by measuring service quality. Consequently, areas of the service with low service quality would be identified and improved. Therefore, this thesis focuses on the effectiveness of SERVQUAL in measuring service quality and reveals the positive impact technology has on customer satisfaction in public transportation. To do this, we developed a questionnaire within the framework of the SERVQUAL dimensions of reliability, responsiveness, assurance, empathy and tangible. With a scale of 1 to 7, respondents of our questionnaire who are users and customers of the public bus companies; Karlstad city bus which we labelled business level 1(B1) and intercity buses like Swebus and Värmland Trafik which we labelled business level 2 (B2) were able to evaluate the service quality of these companies by grading them. Based on the results of our research in which we asked respondents to mention some of the areas of the service process in which they had encountered unfavourable service experiences, we were able to determine the areas of the service process from which the customer complaints came from. We compared these results with the customer complaints received by the management of the public Bus Company and noticed that they were similar. Majority emerged from areas of the service process whereby the customer came in contact with the employees or the service failure could be directly associated with the employee. After comparing these complaints with the results of questions in our questionnaire developed within the framework of the SERVQUAL dimensions, we noticed that those questions with larger GAP 5 implying lower service quality were actually a reflection of the areas of the service process from which customer complaints came from. In this regard, we were able to conclude that SERVQUAL was effective in measuring the service quality in public transportation. In addition, we ranked the questions in the questionnaire and noticed that those areas of the service process whereby the employees and the customers interact (come in contact) or whose service failure can be directly associated with an employee had low grades and ranked below the mean and median of all the questions in the various dimensions, whereas those areas of the service process where technology is used or customers had the opportunity to make use of Self Service Technology ranked above the mean and median. This was a clear indication that technology is a service quality driver and positively impacted customer satisfaction in public transportation.