2006 Fiscal Year Final Research Report Summary
Study about Transferences of Activities That constitute the Service Deliver Process, between Subjects, between spaces, and between times
| Project/Area Number |
16530282
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Single-year Grants |
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| Section | 一般 |
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| Research Field |
Commerce
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| Research Institution | Kagawa University |
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Principal Investigator |
FUJIMURA Kazuhiro Kagawa University, Faculty of Economics, Professor, 経済学部, 教授 (60229036)
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| Project Period (FY) |
2004 – 2006
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| Keywords | Service Marketing / Transference of Activities / Company of Long Standing |
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| Research Abstract |
In this study, I defined the service as "aggregate of production activities to lead changes as the benefits that customers hoped to enjoy by service consumption," and examined "the activity" that is an important concept systematically. Furthermore, I focused on the transferences of activities between subjects, between spaces, and between times, and examined the effects of outside and inside assets of service organization on them, and relationship between the transferences of activities and marketing results. To empirically examine, I used results of the quantitative researches that I carried out for long-established service organizations. As a result of it, it became clear that most of service organizations adopt various transferences of activities between subjects simultaneously. In addition, it became clear that transferences of some activities between subjects had an influence on marketing result, and positive transferences were needed for long-established service organizations to growth.
In addition, the following thing was found.
1) A brand power and formality degree of outside assets had the influences on the transferences of activities.
2) The capabilities of employees and the ability to manage multiple stores played important role on the transferences of activities.
3) About relationship between the transferences of activities and marketing results, positive changes of a service delivery process by that some activities were transferred among employee, customer, and machine were needed for long-established service organizations to growth.
4) The effects of the transferences of activities on marketing results were depended on the type of service, and the benefits that customers expected.
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