Publication type: Conference paper
Type of review: Peer review (abstract)
Title: Designing value co-creation for a free-floating e-bike sharing system
Authors: Heitz, Christoph
Blume, Marc
Scherrer, Corinne
Stöckle, Raoul
Bachmann, Thomas
et. al: No
DOI: 10.1007/978-3-030-30967-1_11
Proceedings: Smart service systems, operations management, and analytics : proceedings of the 2019 INFORMS international conference on service science
Pages: 113
Pages to: 125
Conference details: ICSS 2019 INFORMS Conference on Service Science, Nanjing, 27-29 June 2019
Issue Date: 2019
Series: Springer Proceedings in Business and Economics
Publisher / Ed. Institution: Springer
Publisher / Ed. Institution: Cham
ISBN: 978-3-030-30967-1
Language: English
Subjects: Value co-creation; Bike sharing; Operations research; Social research; User co-production; Operationalizing of value creation; User behavior modeling; Simulation; Design of service systems
Subject (DDC): 658: General Management
Abstract: Value co-creation requires a system that links actors together for mutual value creation. In our paper, we describe the development of such a system in the context of the new free-floating e-bike-sharing system (BSS) in Zurich, Switzerland. This BSS is based on the idea that users of the BSS co-create value by adapting their usage behavior such that the overall service level is maximized. This creates value for other users and reduces the provider’s costs for redistribution, but requires some kind of incentive system for influencing the user behavior. We describe a systematic approach of designing such a system by operationalizing the concept of value and value generation for the different actors: What exactly is the value that is to be created, and how can it be measured? By which activities is value created, and what are the options for stimulating these activities? Which design options maximize value creation? We found that this required combining two different research approaches: Empirical social research was necessary to understand user needs, value perception, motivational patterns in response to incentives, and communication needs. Operational research was necessary for assessing different options for the incentive system with respect to the value creation both for provider and users. By interlinking both research activities, we were able to design an incentive system that allows reducing the number of bikes by 30% without diminishing the service level. Users are offered a reward for dropping-off their bikes in dynamically changing reward zones whose locations are determined based on the bike distribution and the future demand pattern. These incentives lead to two distinct behavioral responses which were assessed and quantified in an extensive real-life field test during a period of 13 weeks. The impact of the measured behavioral change on service level and the required number of bikes was modeled via simulation.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Organisational Unit: Institute of Marketing Management (IMM)
Appears in collections:Publikationen School of Management and Law

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