In the era of experience economy, how best to deliver memorable and exciting customer experiences has become a key issue for service providers. This research aims to build a systematical, quantitative and expectation-based mechanism to design and manage service experience and operation for cyber-physical services. Consequently, this study not only analyzes and synthesizes the critical factors by reviewing literatures (that is, customer expectation, service operation and customer emotion) within the background of service science but also establishes a conceptual theoretical framework for designing satisfactory service experiences. Furthermore, this study presents a concept of the Exquisite Technology and a service system (i.e. U2EX) with a customer expectation management engine (including five core methods, Hawk-Dove game, Coopetition, PSO, FCM and expectation measurement model) in the exhibition context to demonstrate the feasibility of implementing the notions of customer expectation management and service experience design. Besides, we integrate the expectation theory with the emotion theory to build a theoretical concept and employ a multimethod (including a single case study, interviews, simulations and questionnaire surveys) to test the relations and research propositions of the theoretical concept. The research results show positive evidences to support our developed theoretical concept. The customer expectation measurement model is one critical element of the proposed engine that can help service providers understand and quantify customer expectation in dynamic and real time environments for appropriate service experiences based on the systematical and theoretical groundings (i.e. Fechner’s law and operation risk). Hence, we use the simulations to verify the reliability of the customer expectation measurement model. Meanwhile, this research also conducts simulation experiments of Hawk-Dove game, PSO, FCM and Coopetition methods to have preliminary evidences for supporting the proposed mechanism. Thus, service providers provide customers with high-quality service experiences to achieve customer satisfaction and co-create values with customers through meticulous service experiences design approaches. The proposed mechanism of expectation-based service experience and operation design and management has been demonstrated in the exhibition service sector. We would like to apply the advantage and usage of the proposed mechanism to the other feasible domains and service sectors. Consequently, this study proposes a S-D based input-output analysis approach in order to find the potential fields that can also adopt the proposed mechanism by measuring the effects of technology spillovers.

Purpose – Corporate communications is often less successful when it is competing for influence with neighboring functions such as marketing or sales within organizations. This article addresses the internal positioning of communication departments by developing a conceptual framework which helps to understand, analyze and optimize their standing in organizations. Design/methodology/approach – The research is based on a literature review across several disciplines (e.g., organizational communication, strategic management) and supported by 26 qualitative in-depth interviews with board members, executives, and communicators in a global industry company. By combining the theoretical and empirical insights, a framework for positioning communication departments within organizations was developed. Findings – The framework depicts seven strategies (e.g., expectation and impression management, supporting ambassadors from other departments) and three spheres of influence (organizational integration, internal perceptions, and social capital) to strengthen the position of corporate communications. Research limitations/implications – The conceptual framework has been supported by one case study so far, and future research may further develop and verify it by applying it to a larger number of companies in different industries. Practical implications – Practitioners can use the framework as an analytical tool to reflect the current situation in their organization and identify opportunities for strengthening it. Originality/value – This article introduces a novel view in the academic debate about the role and influence of corporate communications. It establishes a framework that helps to identify different drivers and strategies, and lays ground for future research.

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