Service encounters in value networks: dimensions for pure service offerings

Abstract

This discussion forum addresses the concept of service encounters for pure services over the Web, when businesses are organized along a value network. For these types of pure service offerings, the service encounter is positioned in a holistic value network framework, leading towards the identification of particular service encounter dimensions. First, possible bullwhip or upstream amplification effects may be reduced/avoided by ensuring high process quality to avoid rework of customer requests and service fulfilment. Bottlenecks may be overcome by designing excess capacity within the information system network. Second, a number of particular factors related to web-interface development, are discussed. This leads to a further discussion of issues in relation to customer targeting, information communication technology, and web-related financial metrics. Finally, strategic positioning and strategic alignment issues are discussed in a value network, using Porter's five forces model applied to the Internet, as well as an adaptation of Kaplan and Norton's balanced scorecard.