In search of a methodology

Conducting research in service science posed several challenges. The first is coming to grasp with the new terms and concepts. This is unavoidable since this is a new area rooted in several disciplines ranging from social science, engineering, management and design. The understanding of the concept of value in use, value co-creation, service dominant logic vs goods dominant logic etc do require some thinking for the novice researcher especially those coming from a technical background such as Computer Science. However, having got pass all that the next challenge is to develop the right methodology that encapsulates the concept of value in use. For example if we are to develop a system or services that somehow embodies the "value in use' element, how do we go about doing it? Do we follow the quantitative approach and develop surveys? Do we spend all our waking ours 'together' with our 'customers" to get a feel for the 'values in use'? Do we conduct focus groups interviews with lead users? Do we use an ethographic approach? Do we develop personas and investigate the use of avatars? Or do we go around with a video trying to capture all the movements from our 'customers'? From my reading of the literature, there is no one special (fixed) way of doing these. Bragge et al (2009) presented an approach utilizing lead users recruited from virtual communities to co-create innovative information systems. Another approach developed at the CTF-Service Research Center, Karlstad University, Sweden, is the so called in-situ method of data capture. In their research into transport services, repondents are asked to keep diaries of their experiences while travelling using public transport (in their case, trains) and these respondents are also followed by a videographer to record expressions and situations. This means that data is captured by customers in situ—i.e., data from customers in their own words, in their own situation, when the service is exchanged and the co-creation of value takes place. In yet another research paper prototypes are also used as a communication tool whereby the respondents can articulate specific 'in use' situations that might lead to innovations (either in terms of new systems or other types of services).

So, in conclusion, the adopted methodology (as are all other methodologies) must suit the research questions and objectives. Just make sure that the method used will lead you to the objective of the research.

Ref:

1. Bragge et al. (2009) Inviting lead users from virtual communities to co-create innovative IS services in a structured groupware environment

2.Pareigis et al. The role and design of the service environment in creating favourable customer experiences

Go google them  :-)