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Transdisciplinary Approach to Service Design Based on Consumer's Value and Decision Making

Takeshi Takenaka, Kousuke Fujita, Nariaki Nishino, Tsukasa Ishigaki and Yoichi Motomura
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Takeshi Takenaka: National Institute of Advanced Industrial Science and Technology, Japan
Kousuke Fujita: The University of Tokyo, Japan
Nariaki Nishino: The University of Tokyo, Japan
Tsukasa Ishigaki: National Institute of Advanced Industrial Science and Technology, Japan
Yoichi Motomura: National Institute of Advanced Industrial Science and Technology, Japan

International Journal of Organizational and Collective Intelligence (IJOCI), 2010, vol. 1, issue 1, 58-75

Abstract: Science and technology are expected to support actual service provision and to create new services to promote service industries’ productivity. However, those problems might not be solved solely in a certain research area. This paper describes that it is necessary to establish transdisciplinary approaches to service design in consideration of consumers’ values and decision making. Recent research trends of services are overviewed. Then a research framework is proposed to integrate computer sciences, human sciences, and economic sciences. Three study examples of services are then presented. The first study is a multi-agent simulation of a cellular telephone market based on results of a psychological survey. The second presents a cognitive model constructed through integration of questionnaire data of a retail business and Bayesian network modeling. The third presents a pricing mechanism design for service facilities––movie theaters––using an economic experiment and agent-based simulation.

Date: 2010
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