Naujų paslaugų modeliavimas

Abstract

Disertaciją sudaro įvadas, penkios probleminės dalys, išvados ir siūlymai, keturi priedai. Darbe pateikta 16 paveikslų, 8 lentelės ir 4 priedai. Buvo naudotasi 162 literatūros šaltiniais. Pirmoje dalyje įvairių tyrėjų siulomu nauj paslaugų diegimo ir naujų produktų kūrimo modelių sintezės pagrindu suformuota originali naujų paslaugų kūrimo ir diegimo koncepcija. Antroje dalyje pateikti trys modeliai. Naujų paslaugų diegimo tikslingumo pagrindimo modelis sudarytas iš nuosekliai išdėstytų funkcinių komponentų, skirtų įvairių verslo plėtros krypčių tikslingumui vertinti, taikant kelis skirtingus metodus grįstus kiekybine analize. Idėjų generavimo modelio akcentas yra idėjų generavimo būdo pasirinkimas, atsižvelgiant į naujovių diegimo patirtį ir įmonės finansinį potencialą. Idėjų vertinimo modelyje numatytas idėjų diferencijavimas argumentuojamas galimybe sumažinti sąnaudas skirtingų kategorijų idėjas vertinant pagal skirtingo detalumo schemas, sprendimo objektyvumui didinti numatyta vertinimo rezultatų sintezė. Trečioje dalyje aprašyti du parengti modeliai. Naujų paslaugų koncepcijos galimybėms vertinti pasiūlytas trijų alternatyvų su skirtingais kriterijų rinkiniais modelis. Tinkamiausia alternatyva parenkama pagal idėj šaltinio pobūdį ir koncepcijos techninį-technologin sudėtinguma. Technologijos tinkamumui nustatyti skirtas modelis grindžiamas daugiakriteriniu vertinimu. Ketvirtoje dalyje pasiulyti naujų paslaugų komercializavimo ir įdiegimo vertinimo modeliai. Komercializavimo modelis skirtas bandomosios rinkodaros sąlygoms įvertinti bei sprendimams vartotojo, vietos, laiko ir būdo atžvilgiu parinkti. Įdiegimo vertinimo modelyje siulomi argumentuoti kriterijai, pagal kuriuos vertinant gauti rezultatai nurodo kryptis naujų paslaugų kokybei gerinti ir prognozuotiems įmonės rodikliams pasiekti bei pateikiamos kai kurios vertinimo tikslingumo sąlygos, kurios lemia skirtingo detalumo vertinimą. Penktoje dalyje aprašytas siūlomo naujų paslaugų kūrimo ir diegimo modelio praktinio pritaikomumo tyrimas, kurio rezultatai parodė modelio tinkamumą naudoti realiomis verslo salygomis.

The trends in the scope of services raise the necessity to substantially increase the efficiency of new services development as one of the most significant factors of competitive advantage. The treatment of services as a subset, distinguished on the basis of certain features provide preconditions for finding the most efficient new service development solutions by using the methodological potential intended for goods which is substantially greater than the one intended directly to the services. Its critical assessment and consideration of the exclusive features of services resulted in the design of new services development conception which defined the set of implementation action, their content, sequence and interrelationship. The conception of flexible structure provided the opportunity to bypass those stages of new service development which contained work lacking purposefulness taking into consideration a specific situation and first of all the nature of the service and company and also to perform other simultaneous work, planned in other stages. 2. In search of viable solutions on how to expand the spectrum of possibilities and to better satisfy the needs of consumers each service company is to decide which development direction is more purposeful: the development of new services or the increase in the scope of sales of existing services. A model of six interrelated components was suggested for the substantiation of service company development direction; the model allows performing complex assessment of the wide spectrum actions which predetermine the purposefulness of different business development alternative. Each component of the model is dedicated to the assessment of purposefulness of certain aspect by the application of a few different methods. This allows avoiding the risk of contingency and obtaining sufficiently objective assessment of each business development alternative. 3. The process of new service development was structured by designing the models for generating ideas and for assessing them. The selection of the most appropriate idea generation method is argued by idea generation model and is predetermined by the experience of innovation mplementation and by the financial potential of a company. The model for new service idea assessment consists of five functional components and is based on the synthesis of outcomes, resulted from assessments of different nature. The new service development (idea generation and assessment) models contain qualitative assessment for raising the objectivity; their results allow taking unbiased decisions that are the most appropriate for different business conditions. The presented methodological provisions for new services development provide the conditions for the specification of new ideas to the level of new services conception. 4. There are two models, dedicated to the assessment of new service development possibilities: the model for analysis of possibilities regarding new services conception and the model for assessment of technology appropriateness. The model for the analysis of new service conception contains the qualitative assessment of different particularity which was selected depending on the circumstances; they provide flexibility to the model and allow reducing assessment input. The suggested model is based on multicriteria assessment in order to achieve the objective assessment regarding the appropriateness of new service technology. The qualitative assessment of possibilities contained in the new service conception and the appropriateness of new service technologies based on the suggested models allows determining the possibilities of further development success in a more precise way and avoid problems thus increasing the efficiency of implementation. 5. The model for commercialization and the model for complete implementation assessment were suggested for the development of new service project implementation stage. The model for commercialization of new services defines certain conditions for the purposefulness of test marketing actions. It allows selecting the variants of the topical solutions in respect to consumer, place, time and method in the stage of new service launch. The set of criteria was made for the thorough assessment of new service implementation results; it was used for alternative sets of criteria for each case of assessment are made considering the factual results of the service implementation and the quantity of investment used. The purposefulness of complete implementation assessment was argued by the necessity to improve the quality new services, to accumulate experience for new service implementation, to control the planned indicates as well and other aspects, which are needed for finding the best ways to satisfy consumer needs. 6. The results of the experiments carried out in the private company involved in the maintenance of trade equipment demonstrated that the new service development based on the suggested model by performing consistent and planned actions allowed reducing the duration and input for the new service development for coffee-makers maintenance and different complexity repair as compared to the other similar services, which were launched before the application of the model. The statement was made, that the new service development based on the suggested model is purposeful; the sequence of actions contained in the model is logical and applicable to different business environments thus the model is suggested to be used for the implementation of various new services of different nature.