Characteristics of value co-creation in a learning environment by service design and service-dominant frameworks

Presently, educational institutions exist as complex networks of expertise that fulfil the needs of their stakeholders and respond to the challenges of a transforming society. Therefore, educational services are subject to a constant design process in co-operation with the customers and other stakeholders. Co-operation between parties is strongly related to the value co-creation, since the customer is the co-producer of the value according to the concept of service-dominant logic. Service design research has paid little attention to the value of co-creation in networked education services. This paper focuses on value co-creation in service-dominant logic and service design frameworks using a case study of supplementary healthcare education service. The case study is situated at the ENVI Virtual Center for Wellness Campus, which is a virtual and simulation learning environment for healthcare in Rovaniemi, Finland. The goal of the three focus group interviews was to study which characteristics support networked value co-creation in design of educational services. Based on the research data, we have determined features that increase understanding in terms of the value-creation processes related to the networked education services: network transparency, trust and shared expertise. The paper also proposes some service design tools for the research and development of such services. ServDes.2010 ExChanging Knowledge, Linkoping 1-3 December 2010 51

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