Experience Sharing Service Value Co-Creation Model (ESSVC) and Its Application to Korean Language Service

Experience Sharing Service Value Co-Creation Model (ESSVC) and Its Application to Korean Language Service

Wooseok Dong (School of Knowledge Science, Japan Advanced Institute of Science and Technology, Nomi, Japan), Kunio Shirahada (School of Knowledge Science, Japan Advanced Institute of Science and Technology, Nomi, Japan) and Michitaka Kosaka (School of Knowledge Science, Japan Advanced Institute of Science and Technology, Nomi, Japan)
Copyright: © 2013 |Pages: 12
DOI: 10.4018/jkss.2013040105
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Abstract

In this paper, the authors propose a service value creation model based on sharing service experience. Experiences for services still remain in customers’ brain or heart after the services are finished. Their main aim is to share customers’ experiences and find suitable service by analyzing information shared after service providing. In the proposed model, the direct service field and the indirect service field are prepared. In the indirect service field, customers share their service experience by using Information Technology (Web2.0, Social Network). Suitable services can be found by analyzing information in the indirect service field. The effectiveness of this new model is demonstrated through its application to Korean language education during a 14week period.
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User’S Value Of Korean Language Education

  • Study of legacy Korean language education service: A legacy Korean education service is composed of three parts: the teaching materials, the e-learning system, and the lecture. However, all these factors are not combined based on the students’ satisfaction. In addition, as presented in Sec. II, it does not take into consideration the dynamic changing value that changes after learning. All the learning contents already have been created by the provider and are just provided to students.

We enhance the Korean language education service based on users’ experiences, and propose a new Korean language education service:

  • Analysis results of Korean language education service: Before design this research, we has been operating a survey for understanding of the Korean language education service from 3 classes, 84 Korean language students in the Kanazawa and Komatsu city on September,2011. According to this survey, 63% of the students answered ‘not satisfied’ about the current Korean language education service. The 1st reason is that the service did not match their hope to make Korean friends (46%). The 2nd reason is high tuition fees (33%), and the 3rd is their desire to have clear and accurate curriculums (14%). The other reasons stated were inconvenient locations and lack of fun expression usage opportunities or expressions that didn’t match their needs (7%). In addition, 86% of people are studying Korean because they are interested in Korean pop culture, such as drama, singers, and actors. More specifically, they are studying Korean to make Korean friends or speak Korean with Korean entertainers. This means that they want to have an ‘experience-based’ education service for attaining their goals.

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