Understanding Customer-Induced Orchestration of Services: A Review of Drivers and Concepts | SpringerLink
Skip to main content
Springer Nature Link
Log in

Understanding Customer-Induced Orchestration of Services: A Review of Drivers and Concepts

  • Conference paper
  • First Online:
Business Information Systems Workshops (BIS 2021)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 444))

Included in the following conference series:

  • 922 Accesses

Abstract

Service Innovation plays an important role in research and practice and enabled the surge of new concepts that changes the focus from a product-oriented approach to a service-oriented approach. However, further developments place the customer in the center of company-client relationships. The recent advances in customer data analysis and the positioning of customers as company’s co-creators led to the development of a new concept called Customer-induced Orchestration of Services. The novelty of the topic requires further studies and a deeper understanding of the interdisciplinary concepts around it. This paper identifies the main drivers and concepts, allowing a more holistic view on the topic. The results support further research, as well as the development of a framework or method for the application of Customer-induced Orchestration of Services, which enables more transparency and control for customers.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution

Subscribe and save

Springer+ Basic
¥17,985 /Month
  • Get 10 units per month
  • Download Article/Chapter or eBook
  • 1 Unit = 1 Article or 1 Chapter
  • Cancel anytime
Subscribe now

Buy Now

Chapter
JPY 3498
Price includes VAT (Japan)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
JPY 7549
Price includes VAT (Japan)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
JPY 9437
Price includes VAT (Japan)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Similar content being viewed by others

References

  1. Alt, R.: Electronic Markets on digital transformation methodologies. Electron. Mark. 29(3), 307–313 (2019). https://doi.org/10.1007/s12525-019-00370-x

    Article  Google Scholar 

  2. Alt, R.: Electronic Markets on the next convergence. Electron. Mark. 31(1), 1–9 (2021). https://doi.org/10.1007/s12525-021-00471-6

    Article  Google Scholar 

  3. Alt, R., Klein, S.: Twenty years of electronic markets research—looking backwards towards the future. Electron. Mark. 21(1), 41–51 (2011). https://doi.org/10.1007/s12525-011-0057-z

    Article  Google Scholar 

  4. Alt, R., Reinhold, O.: Social-Customer-Relationship-Management (Social-CRM). Wirtschaftsinformatik 54(5), 281–286 (2012). https://doi.org/10.1007/s11576-012-0330-6

    Article  Google Scholar 

  5. Alt, R., Reinhold, O.: Social Customer Relationship Management. Fundamentals, Applications, Technologies, 1st edn. Management for Professionals. Springer, Cham (2020). https://doi.org/10.1007/978-3-030-23343-3

  6. Alt, R., Demirkan, H., Ehmke, J.F., Moen, A., Winter, A.: Smart services: the move to customer orientation. Electron. Mark. 29(1), 1–6 (2019). https://doi.org/10.1007/s12525-019-00338-x

    Article  Google Scholar 

  7. Alt, R., et al.: Towards customer-induced service orchestration - requirements for the next step of customer orientation. Electron. Mark. 29(1), 79–91 (2019). https://doi.org/10.1007/s12525-019-00340-3

    Article  Google Scholar 

  8. Beverungen, D., Müller, O., Matzner, M., Mendling, J., vom Brocke, J.: Conceptualizing smart service systems. Electron. Mark. 29(1), 7–18 (2017). https://doi.org/10.1007/s12525-017-0270-5

    Article  Google Scholar 

  9. Bradley, W., Maher, D., Boccon-Gibod, G.: Interoperable systems and methods for peer-to-peer service orchestration. Patent US8234387B2 (2008)

    Google Scholar 

  10. Brady, M.K., Cronin, J.J.: Customer orientation. J. Serv. Res. 3(3), 241–251 (2001). https://doi.org/10.1177/109467050133005

    Article  Google Scholar 

  11. Buell, R.W., Kim, T., Tsay, C.-J.: Creating reciprocal value through operational transparency. Manage. Sci. 63(6), 1673–1695 (2017). https://doi.org/10.1287/mnsc.2015.2411

    Article  Google Scholar 

  12. Chagas, B.N., Viana, J., Reinhold, O., Lobato, F.M., Jacob, A.F., Alt, R.: A literature review of the current applications of machine learning and their practical implications. In: WEB, vol. 18, no. 1, pp. 69–83 (2020). https://doi.org/10.3233/WEB-200429

  13. Cheyer, A.J., Guzzoni, D.R., Gruber, T.R., Brigham, C.D.: Service orchestration for intelligent automated assistant. Patent US8892446B2 (2014)

    Google Scholar 

  14. Deshpandé, R., Farley, J.U., Webster, F.E.: Corporate culture, customer orientation, and innovativeness in Japanese firms: a quadrad analysis. J. Mark. 57(1), 23–37 (1993). https://doi.org/10.1177/002224299305700102

    Article  Google Scholar 

  15. Granados, N., Gupta, A., Kauffman, R.J.: Research commentary—information transparency in business-to-consumer markets: concepts, framework, and research agenda. Inf. Syst. Res. 21(2), 207–226 (2010). https://doi.org/10.1287/isre.1090.0249

    Article  Google Scholar 

  16. Hardin, T.: Digital Platforms Trends 2018 (2018). https://blog.g2crowd.com/blog/trends/digital-platforms/2018-dp/. Accessed 15 Mar 2019

  17. Heath, T., Bizer, C.: Linked data: evolving the web into a global data space. Synthesis Lectures on the Semantic Web: Theory and Technology, vol. 1, no. 1, pp. 1–136 (2011). https://doi.org/10.2200/S00334ED1V01Y201102WBE001

  18. Heinonen, K., Strandvik, T.: Customer-dominant logic: foundations and implications. J. Serv. Mark. 29(6/7), 472–484 (2015). https://doi.org/10.1108/JSM-02-2015-0096

    Article  Google Scholar 

  19. Heinonen, K., Edvardsson, B., Mickelsson, K.-J., Strandvik, T., Sundström, E., Andersson, P.: A customer-dominant logic of service. J. Serv. Manag. 21(4), 531–548 (2010). https://doi.org/10.1108/09564231011066088

    Article  Google Scholar 

  20. Ibrahim Eldomiaty, T., Ju Choi, C.: Corporate governance and strategic transparency: East Asia in the international business systems. Corp. Gov. 6(3), 281–295 (2006). https://doi.org/10.1108/14720700610671882

    Article  Google Scholar 

  21. Kelley, S.W.: Developing customer orientation among service employees. J. Acad. Mark. Sci. 20(1), 27–36 (1992). https://doi.org/10.1177/009207039202000103

    Article  Google Scholar 

  22. Kowalkowski, C.: Dynamics of value propositions: insights from service-dominant logic. Eur. J. Mark. 45(1/2), 277–294 (2011). https://doi.org/10.1108/03090561111095702

    Article  Google Scholar 

  23. Lewin, A.Y., Volberda, H.W.: Prolegomena on coevolution: a framework for research on strategy and new organizational forms. Organ. Sci. 10(5), 519–534 (1999). https://doi.org/10.1287/orsc.10.5.519

    Article  Google Scholar 

  24. Liu, A., Zhang, D., Wang, X., Xu, X.: Blockchain-based customization towards decentralized consensus on product requirement, quality, and price. Manuf. Lett. 27, 18–25 (2021). https://doi.org/10.1016/j.mfglet.2020.12.001

    Article  Google Scholar 

  25. Lusch, R.F., Nambisan, S.: Service innovation: a service-dominant logic perspective. MIS Q. 39(1), 155–175 (2015)

    Article  Google Scholar 

  26. Lusch, R.F., Vargo, S.L., O’Brien, M.: Competing through service: insights from service-dominant logic. J. Retail. 83(1), 5–18 (2007). https://doi.org/10.1016/j.jretai.2006.10.002

    Article  Google Scholar 

  27. Mayer, P., Schroeder, A., Koch, N.: MDD4SOA: model-driven service orchestration. In: EDOC 2008. Proceedings: 12th IEEE International Enterprise Distributed Object Computing [Conference], Munich, Germany, 15–19 September 2008, pp. 203–212. IEEE Computer Society, Los Alamitos (2008). https://doi.org/10.1109/EDOC.2008.55

  28. Moore, J.F.: Predators and prey: a new ecology of competition. Harvard Bus. Rev. 71(3), 75–86 (1993)

    Google Scholar 

  29. Morey, T., Forbath, T., Schoop, A.: Customer data: designing for transparency and trust. Harvard Bus. Rev. 93(5), 96–105 (2015)

    Google Scholar 

  30. Papazoglou, M.P., Traverso, P., Dustdar, S., Leymann, F.: Service-oriented computing: state of the art and research challenges. Computer 40(11), 38–45 (2007). https://doi.org/10.1109/MC.2007.400

    Article  Google Scholar 

  31. Pasquale, F.: Beyond innovation and competition: the need for qualified transparency in internet intermediaries. Nw. U. L. Rev. 104, 105 (2010)

    Google Scholar 

  32. Prahalad, C.K., Ramaswamy, V.: Co-creating unique value with customers. Strategy Leadersh. 32(3), 4–9 (2004). https://doi.org/10.1108/10878570410699249

    Article  Google Scholar 

  33. Rai, P.: Seth: firm performance impacts of digitally enabled supply chain integration capabilities. MIS Q. 30(2), 225 (2006). https://doi.org/10.2307/25148729

    Article  Google Scholar 

  34. Rapp, A., Trainor, K.J., Agnihotri, R.: Performance implications of customer-linking capabilities: examining the complementary role of customer orientation and CRM technology. J. Bus. Res. 63(11), 1229–1236 (2010). https://doi.org/10.1016/j.jbusres.2009.11.002

    Article  Google Scholar 

  35. Rodrigues Chagas, B.N., Viana, J., Reinhold, O., Lobato, F., Jacob, A.F.L., Alt, R.: Current applications of machine learning techniques in CRM: a literature review and practical implications. In: IEEE/WIC/ACM International Conference on Web Intelligence (WI), Santiago, 12 Mar 2018–12 June 2018, pp. 452–458. IEEE (2018). https://doi.org/10.1109/WI.2018.00-53

  36. Rosner, E.: The Dawn of the Platform Economy in Financial Services (2018). https://internationalbanker.com/technology/the-dawn-of-the-platform-economy-in-financial-services/. Accessed 14 Mar 2019

  37. Sachse, S.: Customer-centric Service Management: Conceptualization and Evaluation of Consumer-induced Service Composition (2018)

    Google Scholar 

  38. Sassi, A., Zambonelli, F.: Coordination infrastructures for future smart social mobility services. IEEE Intell. Syst. 29(5), 78–82 (2014). https://doi.org/10.1109/MIS.2014.81

    Article  Google Scholar 

  39. Saxe, R., Weitz, B.A.: The SOCO scale: a measure of the customer orientation of salespeople. J. Mark. Res. 19(3), 343–351 (1982). https://doi.org/10.1177/002224378201900307

    Article  Google Scholar 

  40. Schumpeter, J.A.: Capitalism, Socialism and Democracy, 4th edn. Harperperennial, New York (1934)

    Google Scholar 

  41. Segaran, T.: Programming Collective Intelligence. Building Smart Web 2.0 Applications/Toby Segaran. O’Reilly, Beijing, Farnham (2007)

    Google Scholar 

  42. Simatupang, T.M., Wright, A.C., Sridharan, R.: The knowledge of coordination for supply chain integration. Bus. Process Manage. J. 8(3), 289–308 (2002). https://doi.org/10.1108/14637150210428989

    Article  Google Scholar 

  43. Soh, M.: Goh: electronic marketplaces and price transparency: strategy, information technology, and success. MIS Q. 30(3), 705 (2006). https://doi.org/10.2307/25148746

    Article  Google Scholar 

  44. Spohrer, J., Vargo, S.L., Caswell, N., Maglio, P.P.: The service system is the basic abstraction of service science. In: Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008), Waikoloa, HI, USA, 1 July 2008–1 October 2008, p. 104. IEEE (2008). https://doi.org/10.1109/HICSS.2008.451

  45. Tiwana, A., Konsynski, B., Bush, A.A.: Research commentary—platform evolution: coevolution of platform architecture, governance, and environmental dynamics. Inf. Syst. Res. 21(4), 675–687 (2010). https://doi.org/10.1287/isre.1100.0323

    Article  Google Scholar 

  46. Tran, Y., Hsuan, J., Mahnke, V.: How do innovation intermediaries add value? Insight from new product development in fashion markets. R&D Manag. 41(1), 80–91 (2011). https://doi.org/10.1111/j.1467-9310.2010.00628.x

    Article  Google Scholar 

  47. Vargo, S.L., Lusch, R.F.: Service-dominant logic: continuing the evolution. J. Acad. Mark. Sci. 36(1), 1 (2008). https://doi.org/10.1007/s11747-007-0069-6

    Article  Google Scholar 

  48. Vargo, S.L., Maglio, P.P., Akaka, M.A.: On value and value co-creation: a service systems and service logic perspective. Eur. Manag. J. 26(3), 145–152 (2008). https://doi.org/10.1016/j.emj.2008.04.003

    Article  Google Scholar 

  49. Warg, M., Engel, R.: Service-dominant architecture (SDA): a Building Block of Digital Transformation (2016). https://www.researchgate.net/publication/323027767_Service_Dominant_Architecture_SDA_a_Building_Block_of_Digital_Transformation

  50. Warg, M., Frosch, M., Weiss, P., Zolnowski, A.: Becoming a platform organization: how incumbent companies stay competitive. Cutter Bus. Technol. J. 31, 38–45 (2019)

    Google Scholar 

  51. Weiß, P., Zolnowski, A., Warg, M., Schuster, T.: Service dominant architecture: conceptualizing the foundation for execution of digital strategies based on S-D logic. In: Bui, T. (ed.) Proceedings of the 51st Hawaii International Conference on System Sciences (2018). https://doi.org/10.24251/HICSS.2018.204

  52. Wright, A., de Filippi, P.: Decentralized Blockchain Technology and the Rise of Lex Cryptographia. SSRN J. (2015). https://doi.org/10.2139/ssrn.2580664

  53. Zhu, K.: Information transparency in electronic marketplaces: why data transparency may hinder the adoption of B2B exchanges. Electron. Mark. 12(2), 92–99 (2002). https://doi.org/10.1080/10196780252844535

    Article  Google Scholar 

  54. Zomerdijk, L.G., Voss, C.A.: Service design for experience-centric services. J. Serv. Res. 13(1), 67–82 (2010). https://doi.org/10.1177/1094670509351960

    Article  Google Scholar 

  55. Zwikstra, H., Hogenboom, F., Vandic, D., Frasincar, F.: Connecting customer relationship management systems to social networks. In: Uden, L., Herrera, F., Bajo Pérez, J., Corchado Rodríguez, J.M. (eds.) 7th International Conference on Knowledge Management in Organizations: Service and Cloud Computing, vol. 172. Advances in Intelligent Systems and Computing, vol. 172, pp. 389–400. Springer, Heidelberg (2013). https://doi.org/10.1007/978-3-642-30867-3_35

  56. Zomerdijk, L.G., Voss, C.A.: Service design for experience-centric services. J. Serv. Res. 13(1), 67–82 (2010). https://doi.org/10.1177/1094670509351960

  57. Zwikstra, H., Hogenboom, F., Vandic, D., Frasincar, F.: Connecting customer relationship management systems to social networks. In: Uden, L., Herrera, F., Bajo Pérez, J., Corchado Rodríguez, J.M. (eds.) 7th International Conference on Knowledge Management in Organizations: Service and Cloud Computing. Advances in Intelligent Systems and Computing, vol. 172, pp. 389–400. Springer, Heidelberg (2013). https://doi.org/10.1007/978-3-642-30867-3_35

Download references

Acknowledgement

The authors gratefully acknowledge the financial support of this research by the German Academic Exchange Service (DAAD) within the project ‘Social CRM as Specialization Subject in Brazilian Universities’ (57449332) and the Sächsische Aufbaubank and European Union within the ESF project SPE4CRM (100362354).

Author information

Authors and Affiliations

  1. Social CRM Research Center, Leipzig, Germany

    Julio Viana & Olaf Reinhold

  2. Leipzig University, Leipzig, Germany

    Rainer Alt

Authors
  1. Julio Viana
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Rainer Alt
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Olaf Reinhold
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Julio Viana .

Editor information

Editors and Affiliations

  1. Poznań University of Economics and Business, Poznan, Poland

    Witold Abramowicz

  2. TIB Leibniz Information Center Science and Technology and University of Hannover, Hannover, Germany

    Sören Auer

  3. Poznań University of Economics and Business, Poznan, Poland

    Milena Stróżyna

Rights and permissions

Reprints and permissions

Copyright information

© 2022 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Viana, J., Alt, R., Reinhold, O. (2022). Understanding Customer-Induced Orchestration of Services: A Review of Drivers and Concepts. In: Abramowicz, W., Auer, S., Stróżyna, M. (eds) Business Information Systems Workshops. BIS 2021. Lecture Notes in Business Information Processing, vol 444. Springer, Cham. https://doi.org/10.1007/978-3-031-04216-4_18

Download citation

  • DOI: https://doi.org/10.1007/978-3-031-04216-4_18

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-031-04215-7

  • Online ISBN: 978-3-031-04216-4

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics