شناسایی چارچوب طراحی خدمت در کسب‌وکارهای نوپای حوزه فناوری اطلاعات و ارتباطات با استفاده از روش تحلیل مضمون

نوع مقاله : مقاله پژوهشی (کاربردی)

نویسندگان

1 دانشجوی کارآفرینی، گروه کارآفرینی کسب و کار جدید، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران.

2 استاد، گروه کارآفرینی کسب و کار جدید، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران.

3 دانشیار، گروه کارآفرینی کسب و کار جدید، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران.

4 دانشیار، گروه کارآفرینی سازمانی، دانشکده کارآفرینی، دانشگاه تهران، تهران، ایران.

10.48301/kssa.2023.392447.2511

چکیده

تغییرات سیاسی، اقتصادی، اجتماعی و تکنولوژیک، تحوّل در علایق، خواسته‌ها و رفتار مصرف‌کننده ایجاد کرده است و باعث شده است بسیاری از کسب‌وکارهای نوپا به دلیل ارائه ارزش پیشنهادی نامناسب شکست بخورند. با وجود نتایج موفقیت‌آمیز حاصل از اجرای طراحی خدمت در سازمان‌ها، مطالعه اصول و ابزار طراحی خدمت که بتواند کیفیّت ارزش پیشنهادی را در کسب‌وکارهای نوپا بالا ببرد، مغفول مانده است. در نتیجه هدف پژوهش حاضر ارائه الگوی طراحی خدمت در کسب‌وکارهای نوپای حوزه فناوری اطلاعات و ارتباطات است تا به کمک آن، از شکست دوری گزینند. همچنین به دنبال این مهم هستیم که کدام‌یک از ابزار و اصول طراحی خدمت در کسب‌وکارهای نوپای خدماتی حوزه فناوری اطلاعات و ارتباطات کاربردی هستند و از به‌کارگیری این ابزار و اصول چه نتایجی حاصل می‌شود. این پژوهش از منظر هدف، کاربردی است. در این مطالعه از رویکرد کیفی و روش مطالعه موردی چندگانه استفاده شده است. برای گردآوری داده‌ها از15 مصاحبه مبتنی بر وقایع با مدیران با سابقه بالا در کسب‌وکارهای نوپای خدماتی حوزه فناوری اطلاعات و ارتباطات مستقر در پارک‌های علم و فناوری دانشگاه تهران و شریف در شهر تهران استفاده شده است. سپس داده‌ها، با تحلیل مضمون، تجزیه و تحلیل شدند. براساس یافته برای طراحی خدمت سه مرحله شناسایی فرصت‌ها، تدوین ارزش پیشنهادی و اجرای آن، مشخص شد که در هر مرحله ابزار و اصول طراحی خدمت جداگانه ذکر شدند. پیامد به‌کارگیری طراحی خدمت، افزایش کیفیت ارزش پیشنهادی در ابعاد ارزش اجتماعی، احساسی، عملکردی، نوآورانه و شخصی‌سازی‌شده می‌باشد.

کلیدواژه‌ها

موضوعات

عنوان مقاله [English]

Identifying a Framework of Service Design in Information and Communication Technology Start-ups by Using Content Analysis

نویسندگان [English]

  • Sadaf Sartipi 1
  • Reza Mohammadkazemi 2
  • Mahmoud Ahmadpour Daryani 3
  • Kamal Sakhdari 4
1 PhD Student, Department of New Business Creation, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.
2 Professor, Department of new business creation, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.
3 Associate Professor, Department of new business creation, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.
4 Associate Professor, Department of Corporate Entrepreneurship, Faculty of Entrepreneurship, University of Tehran, Tehran, Iran.
چکیده [English]

Political, economic, social, and technological changes have created a shift in consumer interests, desires, and behavior, causing many startups to fail due to an inadequate value proposition. Despite the successful results of the implementation of service design in organizations, the study of the principles and tools of service design that can improve the quality of the value proposition in start-ups has been neglected. Therefore, the purpose of this research was to provide a model of service design in information and communications technology (ICT) start-ups to prevent failure with the application of service design. The applicable tools and principles of service design in ICT start-ups and the results obtained from the use of these tools and principles were examined. The present research was practical with a qualitative approach using a multiple case study method. To collect data, 15 interviews were conducted with the managers of ICT start-ups based at the Science and Technology Parks of Tehran and Sharif Universities. Then, the data was analyzed by content analysis. Based on the results, service design required three stages: identifying opportunities, a compilation of value proposition, and implementation of value proposition; the tools and principles of service design were determined separately in each stage. Using service design resulted in an increase in the quality of the proposed value in the five dimensions of social, emotional, functional, innovative, and personalized value.

کلیدواژه‌ها [English]

  • Start
  • ups Service Design Entrepreneurship ICT Technology

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فصلنامه علمی کارافن
دوره 20، ویژه نامه
علوم انسانی
شهریور 1402
صفحه 521-543

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  • تاریخ دریافت: 20 فروردین 1402
  • تاریخ بازنگری: 23 اردیبهشت 1402
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