Advertisement

Field-Oriented Service Design: A Multiagent Approach

  • Toru Ishida
  • Donghui LinEmail author
  • Masayuki Otani
  • Shigeo Matsubara
  • Yohei Murakami
  • Reiko Hishiyama
  • Yuu Nakajima
  • Toshiyuki Takasaki
  • Yumiko Mori
Chapter

Abstract

Service has been considered as value co-creation through the cooperation of service providers and customers. This paper, however, focuses on service design in problem fields where complex issues exist among various stakeholders, where identifying service providers and customers is not a simple process. In other words, we focus on a very early stage of service design with huge ambiguities; we call it field-oriented service design. A typical case is introducing new services in developing countries. The main issue here is to create new services compatible with existing services through action research that considers a wide variety of regional, national and global stakeholders. It is often difficult to identify the influence of/to the services to be designed due to the differences in culture, language and business customs. As a result, unexpected interdependencies among services together with stakeholders are often revealed during the process of action research. To resolve this ambiguity in the design process, we propose a multiagent approach that couples role playing games with participatory simulations; it is based on our experiences in agricultural support projects in Southeast Asia.

Keywords

Service design Field informatics Multiagent system Role playing game Participatory simulation Gaming simulation 

Notes

Acknowledgement

We thank Francois Bousquet for his collaboration in the Thai project, and Seishi Ninomiya, Takaharu Kameoka and their colleagues and students for joining the YMC Vietnam project as agricultural experts. This research was partially supported by Service Science, Solutions and Foundation Integrated Research Program from JST RISTEX, and a Grant-in-Aid for Scientific Research (S) (24220002) from Japan Society for the Promotion of Science.

References

  1. 1.
    Lusch R, Vargo S (2014) Service-dominant logic: premises, perspectives, possibilities. Cambridge University Press, CambridgeGoogle Scholar
  2. 2.
    Nicola M (2006) Developing new Product Service Systems (PSS): methodologies and operational tools. J Clean Prod 14:1495–1501CrossRefGoogle Scholar
  3. 3.
    Reiko H (2013) Sustainable empowerment models for rural pastoral communities in Kenya. ASEAN Conf Environ Behav Stud 85:432–442Google Scholar
  4. 4.
    Stickdorn M, Schneider J, Andrews K (2011) This is service design thinking: basics, tools, cases. Wiley, HobokenGoogle Scholar
  5. 5.
    Ishida T (ed) (2012) Field informatics. Kyoto University Field Informatics Research Group. Springer, Berlin/HeidelbergGoogle Scholar
  6. 6.
    Rittel H, Webber M (1973) Dilemmas in a general theory of planning. Pol Sci 4(2):155–169CrossRefGoogle Scholar
  7. 7.
    McCarthy J, Hayes P (1969) Some philosophical problems from the standpoint of artificial intelligence. Mach Intell 4:463–502zbMATHGoogle Scholar
  8. 8.
    Gilbert N, Troitzsch K (1999) Simulation for the social scientist. Open University Press, Maidenhead/New YorkGoogle Scholar
  9. 9.
    Torii D, Ishida T, Bousquet F (2006) Modelling agents and interactions in agricultural economics. International joint conference on autonomous agents and multiagent systems, 2006, Hakodate, pp 81–88Google Scholar
  10. 10.
    Yumiko Mori et al (2012) Youth Mediated Communication (YMC) – agricultural technology transfer to illiterate farmers through their children. World conference on computers in agriculture, 2012, TaipeiGoogle Scholar
  11. 11.
    Toru Ishida, Yuu Nakajima, Yohei Murakami, Hideyuki Nakanishi (2007) Augmented experiment: participatory design with multiagent simulation. International joint conference on artificial intelligence, 2007, Hyderabad, pp 1341–1346Google Scholar

Copyright information

© Springer Japan 2016

Authors and Affiliations

  • Toru Ishida
    • 1
  • Donghui Lin
    • 1
    Email author
  • Masayuki Otani
    • 1
  • Shigeo Matsubara
    • 1
  • Yohei Murakami
    • 2
  • Reiko Hishiyama
    • 3
  • Yuu Nakajima
    • 4
  • Toshiyuki Takasaki
    • 5
  • Yumiko Mori
    • 5
  1. 1.Department of Social InformaticsKyoto UniversityKyotoJapan
  2. 2.Unit of DesignKyoto UniversityKyotoJapan
  3. 3.Faculty of Science and EngineeringWaseda UniversityTokyoJapan
  4. 4.Department of Information ScienceToho UniversityTokyoJapan
  5. 5.NPO PangaeaKyotoJapan

Personalised recommendations