Abstract
Nowadays traditional offline service processes have been significantly changed by new technology in general, and information and communication technology (ICT) in particular. That is, technology infusion has been primal way of transforming conventional offline service to advanced technology-based service. In (re)designing technology-based services, one of the most effective tools is service blueprinting, a tool to help the services maintain a customer-centered view. However, previous approaches of service blueprinting are subject to shortcoming in that they have only focused on information system-level. In order to design on-offline convergence service system, the traditional blueprint is required to provide a more holistic view, accommodating physical and virtual activities as well. To this end, this paper explores a new way of blueprinting by decoupling the ‘physical’ layer and ‘virtual’ layer. The notion of ‘line of materiality’ demarcates the border between two layers. The proposed approach is expected to facilitate the design and management process of technology-based service system.
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Kim, J., Park, Y. (2014). Blueprinting for Technology-Based Service: Decoupling of Physical-Virtual Layers. In: Benghozi, P., Krob, D., Lonjon, A., Panetto, H. (eds) Digital Enterprise Design & Management. Advances in Intelligent Systems and Computing, vol 261. Springer, Cham. https://doi.org/10.1007/978-3-319-04313-5_7
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DOI: https://doi.org/10.1007/978-3-319-04313-5_7
Publisher Name: Springer, Cham
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