Service Delivery Network

A propósito da determinação do ecossistema da procura, a propósito da determinação dos pivôs que fazem mover o ecossistema da procura, este artigo "The Service Delivery Network (SDN): A Customer-Centric Perspective of the Customer Journey" de Stephen S. Tax, David McCutcheon, e Ian F. Wilkinson, publicado pelo Journal of Service Research em 2013 (16(4) 454-470):

"the view of the service encounter has expanded to encompass a perspective of providers engaged in delivering a ‘‘customer journey’’. This perspective views service encounters as interactions embedded in a series of exchanges that may extend over a considerable period of time and with a variety of providers contributing to the experience. In such circumstances, the customer’s interactions with other providers are likely to have significant impacts on the service encounters with any particular firm that contributes to the overall service.
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A service provider may play a leading or a subordinate role in organizing the customer’s activities or in directing the delivery of service components by others. Alternatively, the customer may act as a ‘‘resource integrator,’’ assembling and coordinating interrelated services to achieve a given objective.
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Viewing the service encounter from the perspective of the network seen by the customer is consistent with the approach of Anderson, Hakansson, and Johanson (1994) who demonstrated
that business networks are formed through dyadic buyer-seller relations being interconnected to other buyer-seller relations.
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As a means to shape the discussion, we introduce the customer-designated service delivery network (SDN) defined as two or more organizations that, in the eyes of the customer, are responsible for the provision of a connected, overall service.
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A central reason cited for the importance of adopting a network perspective is that customers increasingly encounter multiple providers in pursuit of achieving their service goals.
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A network consists of a set of actors or nodes along with a set of ties that connect them.
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In network terms, we adopt a focal net or ego network approach where we examine the situation from the perspective of a single actor—the customer. The customer acts as the ‘‘hub’’ or focal node and the network includes as nodes the set of actors (service providers) who directly touch the customer in his particular service journey, with the customer’s encounters represented by ties between the customer and the providers."

BTW, recordar o que escrevi aqui:

"Já imagino um auditor, sem experiência de pensamento estratégico, horrorizado com a opção por secundarizar o papel do cliente directo num modelo de modelo de negócio."

E comparar com:

"Established service quality models hold that the firm plays a central role in setting expectations against which perceptions of service will be compared. While it is acknowledged that other forces, such as experience with competitors and word of mouth, contribute to expectations, these models do not account for network partners being a primary source of the promises that customers expect to be fulfilled (such as a hotel having to meet promises made by an online travel booking site)."