Approach to service design based on customer behavior data: a case study on eco-driving service design using bus drivers’ behavior data

Abstract

Various types and massive amounts of customer behavior data are collected in various industries, such as transportation, healthcare, hospitality, and logistics. The use of customer behavior data can improve the design activities of service firms. Despite the applicability of customer behavior data to service design, only a few studies have examined an approach to utilize customer behavior data in service design. This study proposes an approach for designing services with customer behavior data. The approach is based on a case study on eco-driving service design with the behavior data of bus drivers. This study extends the research on service design by demonstrating how customer behavior data are utilized for service design and assisting service designers in designing services with customer behavior data.

This is a preview of subscription content, access via your institution.

Fig. 1
Fig. 2
Fig. 3
Fig. 4
Fig. 5
Fig. 6
Fig. 7
Fig. 8

References

  1. Ahmad R, Shahrul K (2012) An overview of time-based and condition-based maintenance in industrial application. Comput Ind Eng 63(1):135–149

    Article  Google Scholar 

  2. Atzori L, Iera A, Morabito G (2010) The internet of things: a survey. Comput Netw 54(15):2787–2805

    Article  Google Scholar 

  3. Benitez Y, Forrester L, Hurst C, Turpin D (2007) Hospital reduces medication errors using DMAIC and QFD. Qual Prog 40(1):38–45

    Google Scholar 

  4. Bitran G, Pedrosa L (1998) A structured product development perspective for service operations. Eur Manag J 16:169–189

    Article  Google Scholar 

  5. Burlton R (2001) Business process management: profiting from process. Pearson Education

  6. Cavalieri S, Pezzotta G (2012) Product–service systems engineering: state of the art and research challenges. Comput Ind 63(4):278–288

    Article  Google Scholar 

  7. Desai MN, Miller WC, Staples B, Bravender T (2008) Risk factors associated with overweight and obesity in college students. J Am Coll Health 57(1):109–114

    Article  Google Scholar 

  8. Edvardsson B, Olsson J (1996) Key concepts for new service development. Serv Ind J 16(2):140–164

    Article  Google Scholar 

  9. Enerdata (2016) Global energy statistical yearbook 2016. https://yearbook.enerdata.net/. Accessed 13 Nov 2016

  10. Fisher C, Schuna J (2003) Developing new services: incorporating the voice of the customer into strategic service development. ASQ Quality Press, Milwaukee

    Google Scholar 

  11. Geum Y, Jeon H, Lee H (2016) Developing new smart services using integrated morphological analysis: integration of the market-pull and technology-push approach. Serv Bus 10(3):531–555

    Article  Google Scholar 

  12. Goldstein SM, Johnston R, Duffy JA, Rao J (2002) The service concept: the missing link in service design research? J Oper Manag 20(2):121–134

    Article  Google Scholar 

  13. Henderson KM, Evans JR (2000) Successful implementation of six sigma: benchmarking general electric company benchmarking. Benchmarking 7(4):260–282

    Article  Google Scholar 

  14. Hickman JS, Knipling RR, Hanowski RJ, Wiegand DM, Inderbitzen RE, Bergoffen G (2007) CTBSSP Synthesis 11: impact of behavior-based safety techniques on commercial motor vehicle drivers. Washington: Transportation Research Board. http://onlinepubs.trb.org/onlinepubs/ctbssp/ctbssp_syn_11.pdf

  15. Huang MH, Rust RT (2013) IT-related service: a multidisciplinary perspective. J Serv Res 16(3):251–258

    Article  Google Scholar 

  16. Huang C-T, Chen KS, Chang T-C (2010) An application of DMADV methodology for increasing the yield rate of surveillance cameras. Microelectron Reliab 50:266–272

    Article  Google Scholar 

  17. Huckvale T, Ould M (1995) Process modeling—Who, what and how: role activity diagramming. In: Grover V, Kettinger WJ (eds) Business process change: concepts methods and technologies. Idea Group Publishing, Harrisburg, PA, pp 330–349

    Google Scholar 

  18. International Energy Agency (2012) Energy policies of IEA countries the Republic of Korea 2012 review. https://www.iea.org/publications/freepublications/publication/Korea2012_free.pdf

  19. Johnson JA, Gitlow H, Widener S, Popovich E (2006) Designing new housing at the University of Miami: a six sigma DMADV/DFSS case study. Qual Eng 18:299–323

    Article  Google Scholar 

  20. Kanevsky V, Housel TJ (1995) Value-based process reengineering: an objective approach. In: Grover V, Kettinger WJ (eds) Business process change: concepts, methods and technologies. Idea Group Publishing, Harrisburg, PA, pp 376–401

    Google Scholar 

  21. Kim K, Meiren T (2010) New service development process. In: Karwowski W, Salvendy G (eds) Introduction to service engineering. Wiley, Hoboken, pp 253–267

    Google Scholar 

  22. Kim K, Lim C, Lee D, Lee J, Hong Y, Park K (2012) A concept generation support system for product-service system development. Serv Sci 4(4):349–364

    Article  Google Scholar 

  23. Korea Energy Agency (2016) Energy statistics handbook. https://www.kemco.or.kr/web/kem_home_new/info/statistics/data/kem_view.asp?sch_key=&sch_value=&c=305&h_page=1&q=20063

  24. Korea Transportation Safety Authority (2015) User guide for digital tachograph analysis system. http://etas.ts2020.kr. Accessed 13 Nov 2016

  25. Lee RG, Dale BG (1998) Business process management: a review and evaluation. Bus Process Manag J 4(3):214–225

    Article  Google Scholar 

  26. Leonard D, Rayport JF (1997) Spark innovation through empathic design. Harv Bus Rev 75(6):102–113

    Google Scholar 

  27. Lim C, Kim K (2014) Information service blueprint: a service blueprinting framework for information-intensive services. Serv Sci 6(4):296–312

    Article  Google Scholar 

  28. Lim C, Kim M, Heo J, Kim K (2015) Design of informatics-based services in manufacturing industries: case studies and discussion. J Intell Manuf. doi:10.1007/s10845-015-1123-8

    Google Scholar 

  29. Lin FR, Hsieh PS (2011) A SAT view on new service development. Serv Sci 3(2):141–157

    Article  Google Scholar 

  30. Linderman K, Schroeder R, Zaheer S, Choo A (2003) Six sigma: a goal-theoretic perspective. J Oper Manag 21(2):193–203

    Article  Google Scholar 

  31. Maglio P, Lim C (2016) Innovation and big data in smart service systems. J Innov Manag 4(1):11–21

    Google Scholar 

  32. Matthing J, Sandén B, Edvardsson B (2004) New service development: learning from and with customers. Int J Serv Ind Manag 15(5):479–498

    Article  Google Scholar 

  33. Meiren T (1999) Service engineering: systematic development of new services. In: Werther W, Takala J, Sumanth D (eds) Productivity and quality management frontiers. MCB University Press, Bradford, pp 329–343

    Google Scholar 

  34. Menzel C, Mayer RJ (1998) The IDEF family of languages. Handbook on architectures of information systems. Springer, Berlin, pp 209–241

    Google Scholar 

  35. Ministry of Trade, Industry and Energy (2014) The announcement of energy consumptions. http://www.motie.go.kr/motie/ne/presse/press2/bbs/bbsView.do?bbs_seq_n=157430&bbs_cd_n=81. Accessed 13 Nov 2016

  36. Montgomery DC (2008) Design and analysis of experiments, 7th edn. Wiley

  37. Ordenes FV, Theodoulidis B, Burton J, Gruber T, Zakim M (2014) Analyzing customer experience feedback using text mining: a linguistics-based approach. J Serv Res 17(3):278–295

    Article  Google Scholar 

  38. Ostrom AL, Bitner MJ, Brown SW, Burkhard KA, Goul M, Smith-Daniels V, Demirkan H, Rabinovich E (2010) Moving forward and making a difference: research priorities for the science of service. J Serv Res 13(1):4–36

    Article  Google Scholar 

  39. Ostrom AL, Parasuraman A, Bowen DE, Patrício L, Voss CA (2015) Service research priorities in a rapidly changing context. J Serv Res 18(2):127–159

    Article  Google Scholar 

  40. Park H, Yoon J (2015) A chance discovery-based approach for new product-service system (PSS) concepts. Serv Bus 9:115–135

    Article  Google Scholar 

  41. Rust RT, Huang MH (2014) The service revolution and the transformation of marketing science. Mark Sci 33(2):206–221

    Article  Google Scholar 

  42. Saarijärvi H, Grönroos C, Kuusela H (2014) Reverse use of customer data: implications for service-based business models. J Serv Mark 28(7):529–537

    Article  Google Scholar 

  43. Sakao T, Shimomura Y (2007) Service Engineering: a novel engineering discipline for producers to increase value combining service and product. J Clean Prod 15(6):590–604

    Article  Google Scholar 

  44. Scheuing EE, Johnson EM (1989) A proposed model for new service development. J Serv Mark 3(2):25–34

    Article  Google Scholar 

  45. Thomke S (2003) R&D comes to services: bank of America’s path breaking experiments. Harv Bus Rev 81(4):71–79

    Google Scholar 

  46. Toledo T, Musicant O, Lotan T (2008) In-vehicle data recorders for monitoring and feedback on drivers’ behavior. Transport Res C 16(3):320–331

    Article  Google Scholar 

  47. Ulwick AW (2002) Turn customer input into innovation. Harv Bus Rev 80(1):91–97

    Google Scholar 

  48. Zeithaml VA, Bitner MJ (2003) Services marketing: integrating customer focus across the firm, 3rd edn. McGraw-Hill, New York

    Google Scholar 

  49. Zomerdijk LG, Voss CA (2011) NSD processes and practices in experiential services. J Prod Innov Manag 28(1):63–80

    Article  Google Scholar 

Download references

Acknowledgements

This work was supported by the Ministry of Land, Infrastructure, and Transport under a Grant [15-PTSI-C064868-03]; and the National Research Foundation of Korea under Grants [NRF-2014R1A2A2A03003387 and NRF-2017R1C1B1006614]. The authors would like to sincerely thank the editor and anonymous reviewers for their helpful and insightful comments and suggestions that have resulted in a much improved version of this manuscript.

Author information

Affiliations

Authors

Corresponding author

Correspondence to Kwang-Jae Kim.

Rights and permissions

Reprints and Permissions

About this article

Verify currency and authenticity via CrossMark

Cite this article

Kim, MJ., Lim, CH., Lee, CH. et al. Approach to service design based on customer behavior data: a case study on eco-driving service design using bus drivers’ behavior data. Serv Bus 12, 203–227 (2018). https://doi.org/10.1007/s11628-017-0343-8

Download citation

Keywords

  • Service design
  • Customer behavior data
  • Case study
  • Eco-driving