Value network analysis for complex service systems: a case study on Taiwan’s mobile application services

This paper aims to develop a service value network analysis approach based on system dynamics (SD) for analyzing the feedback structures that causes dynamic behavior of service value networks for value co-creation. The proposed approach defines the network objectives, identifies network actors and their interactions, builds SD models, conducts model tests, and evaluates possible policies that can be used to enhance the overall network performance. A case study of Taiwan’s mobile application services is used to illustrate the developed methodology. The developed methodology can help managers represent complex interactions and feedback structures of the service systems for value co-creation. In addition, decision makers can use the models to evaluate alternative scenarios for better understanding the system behavior that can improve the policy design and evaluation. Finally, we recommend that the case company should sense the market development of mobile application services continuously and improve its service quality on both user and developer sides relentlessly for sustaining its market growth.

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