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Coopetition Based Interaction Design for Optimal Customer Attraction

Dimension Value
  • Type of the Research Result
  • Method
    • Other Method
  • Current Status of Development
  • In Progress
    • With Pilot Application
  • Number of Cases
  • 1
  • Functional Area
  • Core Processes
    • Core Processes Third Level
      • Providing (Parts) of the Product-Service-System
  • Company Size
  • Not Specified
  • Lifecycle Phase
  • Not Specified
  • Types of Customers of Value Bundles
  • Private Customers
  • Industry Sector
  • Providing other Public and Personal Services
  • Standardization
  • No Standardization

Today  with an emerging experience economy, customers  increasingly  desire  neither  goods  products nor  service  products  but  sensation-filled  experiences (i.e., experience in use) that engage them in a personal and  memorable  way.  Service  providers  appropriately interact  with  customers  during  the  service  delivery, and the inner expectations or experiences will directly be  influenced  in  every  encounter.  However,  service providers are being confronted with difficulties. In this paper, the authors present an interactive design method based on coopetition theories to optimize customer attraction within a cooperative/competitive relationship and gain customer satisfaction/loyalty. This design takes on high competence   service   providers   (HCSPs)   (e.g.   good branding,  large  resources)  to  demonstrate  how  the method  can  assist  HCSPs  to  design  personalized  and flexible interactions in order to enrich their competitiveness. This method manages  customer expectations    and considers customer pleasuring mentality   in   an experienced   service  journey.   The exhibition  application  domain  is  used  to  situate  the method and evaluate the performance.


This research result was described by Sanja Tumbas (5. July 2011 - 10:04)
This research result was last edited by Sanja Tumbas (14. November 2011 - 1:05)

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