Systems Approach to Develop a Conceptual Model of the Service Enterprise

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Systems Approach to Develop a Conceptual Model of the Service Enterprise Journal of Service Science and Management, 2019, 12, 697-713 https://www.scirp.org/journal/jssm ISSN Online: 1940-9907 ISSN Print: 1940-9893 Systems Approach to Develop a Conceptual Model of the Service Enterprise Zaida Alarcón-Bernal1 , Ricardo Aceves-García2 , Arturo Fuentes-Zenón2 1Department of Biomedical Systems Engineering, National Autonomous University of Mexico, Mexico City, México 2Department of Systems, National Autonomous University of Mexico, Mexico City, México How to cite this paper: Alarcón-Bernal, Abstract Z., Aceves-García, R. and Fuentes-Zenón, A. (2019) Systems Approach to Develop a Considering the characteristics and particularities of services such as insepa- Conceptual Model of the Service Enter- rability, perishability and variability, which make them ephemeral and little prise. Journal of Service Science and Man- tangible, non-storable, and non-patentable, we can have a clear idea of the agement, 12, 697-713. https://doi.org/10.4236/jssm.2019.126048 complexity that exists in planning, operating and solving problems in service companies. This situation demands the use of a different vision to analyze Received: August 14, 2019 and study these companies and their problems. Therefore, the systems ap- Accepted: September 13, 2019 Published: September 16, 2019 proach is presented and used for the construction of a conceptual model, as a support framework to situate and organize our perceptions, fix the structure Copyright © 2019 by author(s) and of the problem, delimit the area of interest and define the relevant and Scientific Research Publishing Inc. non-relevant aspects. With the systems vision, we have been able to use the This work is licensed under the Creative Commons Attribution International three basic forms of planning for decision making (strategic, tactical and License (CC BY 4.0). operative) in the construction of a conceptual model. The methodology used http://creativecommons.org/licenses/by/4.0/ that integrates these three basic forms of planning is presented in a logi- Open Access cal-formal guide for the construction of the conceptual model of the service company. This representation identifies the basic elements of a business model such as customers, value proposition, infrastructure and information for decision making, as well as their interactions. The model obtained is sim- ple, relevant, and easy to understand and at the same time does not oversim- plify the complex operation of a service company. Keywords Conceptual Model, Service Companies, Systems Approach, Service Science, Service System 1. Introduction Services have gone from being a peripheral activity in an economy focused on DOI: 10.4236/jssm.2019.126048 Sep. 16, 2019 697 Journal of Service Science and Management Z. Alarcón-Bernal et al. manufacturing, to an engine of growth and innovation, driven by society. This transformation has been fully recognized by the flourishing and innovation in services, as well as by studies and research on services, aimed at deepening their understanding and supporting the development of services as a sector and as a concept [1]. Due to the characteristics and particularities that have the services such as be- ing little tangible, inseparable, perishable and variable [2], service is an ephe- meral product, created and consumed simultaneously and therefore not storable. In addition, services are ideas and concepts, so their outputs are sensations and experiences, and therefore, innovations in service are not patentable. These assertions give us a clear idea of the complexity that exists to plan, op- erate and solve problems in service companies. This situation highlights the need to use a different approach to analyze and study this type of companies and their problems. This consideration is strengthened by pointing out that complex problems include heterogeneous factors that go beyond the vision of any con- ventional discipline. Therefore, an integrative and interdisciplinary vision as the systems approach is demanded, that presents emerging properties that cannot be deduced from their components. The main objective of this work is to show that some contributions of Systems Theory are applied to better understand complex phenomena and promote dif- ferent points of view and paradigms in emerging areas such as Service Sciences, as well as acting as foundation for managing and planning modern dynamics in any type of organization, in terms of integration of resources, interaction of sys- tems and viable behaviors, through the formulation of the conceptual model. This article is structured as follows: In the first section we present the need to use the systems approach to analyze some object of study, considering the com- plexity generated by the interrelation of its elements and the interaction of the object itself with its environment. It also establishes the need to have a global vi- sion of these objects or problems to avoid a partial analysis, so it is important to have “a vision of the world” through which the way in which it interprets the object or problem is made explicit. The second section presents the three basic forms that have been identified in the literature for building the system or con- ceptual model: the structural approach, the functional approach and the black box approach. The third section presents the methodology used to integrate the three basic forms above integrated, to relate the what for, how and why, in a log- ical-formal guide for the construction of the conceptual model. The fourth sec- tion presents the conceptual model developed for service companies, where the basic elements of a business model can be identified: customers, supply, infra- structure and information for decision making from the systems viewpoint. Fi- nally, we present some works related to the use of the systems approach and the development of some conceptual model, to finally establish our conclusions. 2. Related Works The awareness and generation of knowledge about service businesses is a very DOI: 10.4236/jssm.2019.126048 698 Journal of Service Science and Management Z. Alarcón-Bernal et al. recent field of research and application, which began in 2004 under the guar- dianship of IBM developing the concept of Service Science [3]. The concept of Service System has provided people interested in this field of knowledge a new way of looking at services as a set of interactions between suppliers and con- sumers that together create value for themselves, as a system, considering as a final objective, the application of scientific knowledge in the design and im- provement of service systems for business and social purposes. It was identified through literature that systemic thinking provides some of the necessary foundations for Service Science [4] in general and for service sys- tems in particular. According to this perspective, most authors have limited themselves to expressing generalities of the concept of systems and its immediate implications or to using methodologies applied in other fields of knowledge, without offering precise guidelines for the analyst on how to define the system of interest for decision making. White [5] establishes that Business Process Modeling Notation (BPMN) is a technique for formally modeling and describing how business processes are structured and to represent the detail of those processes. In SEAM (Systemic En- terprise Architecture Method), the approach is to build a business concept as a nested hierarchy of systems. Therefore, the modeler is interested in conceptua- lizing the systems that the company contains, and those that contain the com- pany. Thus, emphasis is placed in understanding the systems, defining their lim- its, the services provided by the set of systems (black box view of the system) and the processes that these services implement in the system as a whole (white box view of the system). In SEAM the behavior of the system is specified by model- ing the processes in the systems. We could have one process in the market, one in the company, one in the IT department, one in the IT applications. In BPMN, there is usually a process that merges all these levels and abstracts some of them. In short, SEAM is a system-oriented modeling technique, while BPMN is process-oriented. Flood and Zambuni [6] attempt to contribute a detailed description, discus- sion and critique of a Viable Systems Diagnosis application to an important group of tourism services. The approach of Beer [7] is well known and widely discussed and referenced in scientific literature. However, case studies docu- menting their use are much scarcer and are often limited to general outlines of a small practical use. Godsiff et al. [8] are intended to describe the possible application of Ashby’s Exigent Varieties Act and its consequences [9]. Generally stated and understood as “only variety can destroy variety” [10], it uses system concepts to examine the impact of external disturbances on the viability of an organization. The work be- gins with a brief discussion of the nature of the service and suggests that a con- sensus is emerging that definitions should focus, first, on the process rather than the product and, second, on the interaction and relationships between the cus- tomer and the producer. A brief overview of some of the concepts of systemic DOI: 10.4236/jssm.2019.126048 699 Journal of Service Science and Management Z. Alarcón-Bernal et al. thinking (the study of complex and adaptive sets) and how it has been applied to the study of management and operations based on the work of Forrester and Beer [11] is provided. Barile et al. [4] mention the potential benefits of using network theory and VSA for service science. They also compare inputs and views on the services, marketing and management of these different frameworks. The concept of ser- vice system has allowed researchers to visualize a service as a set of providers and consumers who interact and jointly add value to themselves; therefore, when the company loses the aspects that allow an observer to differentiate it from the other companies, the corresponding system disappears for the observer in ques- tion and for the others.
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