Services, Experiences and Innovation
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Services, Experiences and Innovation

Integrating and Extending Research

Edited by Ada Scupola and Lars Fuglsang

Whilst innovation has traditionally focused on manufacturing, recently research surrounding service innovation has been flourishing. Furthermore, as consumers become ever more sophisticated and look for experiences, a research field investigating this topic has also emerged. This book aims to develop an integrated approach to the field of experience and services through innovation by showing that it is necessary to take several factors into account. As such, it makes a substantial and compelling contribution to the interdependencies between innovation, services and experience research.
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Chapter 13: The innovative generativity of digital service encounters

Anders Henten and Jannick Kirk Sørensen

Abstract

The research question examined in this chapter is how service encounters, based on digital interfaces, differ from face-to-face (f2f) encounters in terms of potential innovative generativity. New computer technologies facilitating big data processing and the development of advanced recommender systems and the recent developments of artificial intelligence with respect to cognitive and affective computing will certainly enhance the potential for innovations to be created on the basis of digital service encounters. However, the empathetic understanding of the needs and wants of the service users that can be part of the f2f service encounters cannot automatically result from digital service encounters. Digital tools can be developed and used to supplement the impressions that f2f encounters initiate. However, human interpretations and even human f2f encounters will also be needed to maintain the innovative generativity of service encounters.

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