The Service Research Center (CTF)
We develop new knowledge on value creation through service.
News
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2024-04-15
CTF blog: Enhancing Service Practices through Smart Technologies
In the dynamic landscape of service ecosystems, smart technologies play a pivotal role in redefining service practices. By integrating advanced capabilities, these technologies streamline service provision and enrich service experiences through value co-creation. This blog post explores the transformative impact of smart technologies.
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2024-04-08
Hello there Amie Gustafsson, PhD student in Business Adminsitration ...
... You recently hade your midway seminar, how did it go and can you tell us about your research?
It went well! I received good feedback from the opponent and know what I need to continue working on. I am researching customer experiences and am interested in the process and process measurement tools that can capture customer experiences in real-time. Previous research has mainly focused on the outcome of an experience and is based on memories of a customer experience.
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2024-04-04
AI technology to make tourists stay longer in Värmland
In the project PERUPP, AI will be fed with offers from actors in the tourism industry to enhance the Värmland experience.
– We want to take advantage of AI technology, says Siri Jagstedt, project leader of one of the work packages.The modern person wants to have more personal and tailored experiences rather than one-size-fits-all. This applies especially to the tourism industry, with the shift from “all inclusive” to “yours exclusive” where the overall experience is dependent on both the selection of services offered at the destination, as well as the specific interests and needs of the guest.
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2024-04-03
From rare bird to professor
In House 11, Erik Wästlund is just finishing a Zoom meeting on research funding. He is new as professor of psychology, but a familiar face in the university corridors.
– I started studying psychology here in 1996, he says.– Back in those days it was mostly because I wanted to do something more besides my job working in a bar. But pretty soon my studies became more important than my work. Psychology was not a given choice. I was actually also thinking about applying to the preparatory year, technical and natural science subjects.
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2024-03-05
Hello there Martin Schreier, visiting professor at CTF
You are a professor of Marketing and Head of the Department of Marketing and the Institute for Marketing Management at Vienna University of Economics and business (WU Vienna). Can you tell us about your research?
– My primary areas of research are marketing, innovation, and consumer behavior. My ongoing research projects revolve around diverse topics such as creativity, groundedness, new product ideation, and sustainability. For example, how to boost one’s creative potential, how can marketers work with the concept of groundedness? How can AI complement crowdsourcing efforts for firms? and, how can we help consumers to live a more sustainable life?
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2024-02-27
Blog: University Knowledge Inside: How and When University–Industry Collaborations Make New Products More Attractive to Consumers
Firms frequently collaborate with universities to access novel scientific knowledge and technological expertise with an aim to develop superior new products. While previous research has highlighted the innovation potential of so-called university-industry-collaborations, a recent Journal of Marketing paper by Maier et al. highlights a so far neglected marketing potential of said collaborations. In particular, marketers may consider actively communicating to prospective customers how the product has been developed, an insight that is often overlooked by firms.