Dynamic Service Matchmaking Model and Algorithm

Dynamic Service Matchmaking Model and Algorithm

Haixia Pan (Beihang University, China), Jing Wang (Beihang University, China) and Michitaka Kosaka (Japan Advanced Institute of Science and Technology, Japan)
DOI: 10.4018/978-1-4666-4663-6.ch011
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Abstract

In the service industry, individual customer service requirements are different from the market demands. The requirements determined by the market demand are called static requirements, and those determined by individual customers in specific service processes are dynamic requirements. The service system is constructed according to the static requirements, to meet the market demand, and then, in each service process, the service system must combine its capabilities with the dynamic requirements of the specified customer to provide customized services. Using the dynamic requirements as input, the service system realizes its value in co-creation with the customers more efficiently. Dynamic service matchmaking is the process of matching the dynamic requirements of a specific customer to the service system’s capabilities, giving the most suitable service recommendation or customization. By using the theory of Ontology, the authors present a dynamic requirement description model. In this model, they first decompose services and requirements into sub-items. They then map these items to requirement ontology trees to calculate the similarity between service and requirement items. Finally, the authors calculate the weighted average of those similarities as the result of matchmaking. A dynamic service matchmaking problem is presented as an example for further explanation. The multi-stage dynamic matchmaking model takes this issue for a more complex situation and tries to compose a service bundle for a series of dynamic requirements.
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2. The Dynamic And Static Requirement

The Market Demand and the Individual Requirement

The assumptions of Goods Dominant (G-D) Logic or the Goods-Centered View were that the goals of economic activity are to manufacture and sell products; the standardized production processes are built for efficiency and production control; products can be stored for future sale when more profit is available. On the contrary, Service Dominant (S-D) Logic or the Service-Centered View’s assumptions were that economic entities use their core competitiveness for the benefit of other entities and their specific requirements. The service production and consumption occur simultaneously, and services cannot be stored (Vargo & Lusch, 2004).

The key distinction of these two views is the difference of the target object. The Good-Centered View’s target object is products, and the Service-Centered View’s target object is the abilities of value creation. The former stores value in products and the latter uses their abilities collaborating with customers, for value co-creation. In a situation focused on service collaboration, more information interaction is required in order to realize customized service production.

Under the Good-Centered view, the product design, manufacturing, and sales are to meet the market demand, so the input information is the general market demand. Under the Service-Centered view, we must first study the general market demand, and accordingly create or optimize the service system, and establish its own core competitiveness. Then, in the service production process, the requirements of specific individual customers are taken as input information, and then carried out in the process of collaboration with the customers.

As a summary, we present Figure 1 and Figure 2 to illustrate these differences.

Figure 1.

The “good-centered view”, market demand as the input of product design process

Figure 2.

The “service-centered view”, market demand as the input of the service system design process, and specified individual requirements as the input of the service process

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