Purpose – This work aims at rereading restaurant booking websites as smart service systems in which people, organizations, technology and shared information are integrated, according to the logic of Service Science (Maglio and Spohrer, 2008; Spohrer and Maglio, 2008; Spohrer, et al. 2012). We seek to demonstrate how restaurateurs and customers, through the technology, exchange knowledge that brings to value co-creation. Seeing as extant research focuses on customer perceived usefulness of online tools (Liu and Park 2015; Sèlley-Rauscher, 2015; Rassega et al. 2015), this paper intends to highlight technology role from restaurant owner’s point of view. Design/Methodology/approach – The research is based on a qualitative approach and adopts a case study methodology (Yin 2003, Feagin et al. 1991, Tellis 1997). It is analyzed the case of TheFork, a restaurant booking website which serves as a guide for restaurants and in which customers post reviews. Firstly is re-configured TheFork as a smart service system, then semi-structured interviews were conducted with key informants: the restaurant managers who adhere to the community of TheFork. Findings – The findings reveal how the rereading of TheFork as a smart service system depends on two variables: reviews content and restaurateurs’ willingness to change. Research limitations – Limitations of this work lie in the methodology. The case study approach, despite of quantitative technique, doesn't allow maximum soundness in terms of reliability (Yin, 1984). Implications – From a theoretical point of view, the reinterpretation of TheFork as a smart service system can contribute to service science and restaurant management advancements. From a practical point of view, the results of the study can address restaurateurs to identify the most adequate strategies for managing relationships with consumers in order to enhance value co-creation. Originality/value – The originality of the research lies in providing development to the theory of the service science through the analysis of a specific case study, settled in Italian context. Moreover, for the first time restaurant owner’s point of view is pointed out.
Smart service systems in restaurant management: a case study analysis
Botti A.;Grimaldi M.;Monda A.;Vesci M.
2017-01-01
Abstract
Purpose – This work aims at rereading restaurant booking websites as smart service systems in which people, organizations, technology and shared information are integrated, according to the logic of Service Science (Maglio and Spohrer, 2008; Spohrer and Maglio, 2008; Spohrer, et al. 2012). We seek to demonstrate how restaurateurs and customers, through the technology, exchange knowledge that brings to value co-creation. Seeing as extant research focuses on customer perceived usefulness of online tools (Liu and Park 2015; Sèlley-Rauscher, 2015; Rassega et al. 2015), this paper intends to highlight technology role from restaurant owner’s point of view. Design/Methodology/approach – The research is based on a qualitative approach and adopts a case study methodology (Yin 2003, Feagin et al. 1991, Tellis 1997). It is analyzed the case of TheFork, a restaurant booking website which serves as a guide for restaurants and in which customers post reviews. Firstly is re-configured TheFork as a smart service system, then semi-structured interviews were conducted with key informants: the restaurant managers who adhere to the community of TheFork. Findings – The findings reveal how the rereading of TheFork as a smart service system depends on two variables: reviews content and restaurateurs’ willingness to change. Research limitations – Limitations of this work lie in the methodology. The case study approach, despite of quantitative technique, doesn't allow maximum soundness in terms of reliability (Yin, 1984). Implications – From a theoretical point of view, the reinterpretation of TheFork as a smart service system can contribute to service science and restaurant management advancements. From a practical point of view, the results of the study can address restaurateurs to identify the most adequate strategies for managing relationships with consumers in order to enhance value co-creation. Originality/value – The originality of the research lies in providing development to the theory of the service science through the analysis of a specific case study, settled in Italian context. Moreover, for the first time restaurant owner’s point of view is pointed out.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
