inter-disciplinary research agenda on inter-cultural service systems wendy casper john d. lee celia...
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Inter-Disciplinary Research Agenda on Inter-Cultural
Service Systems
Wendy CasperJohn D. LeeCelia McKoy
John RuggieroJingyun Zhang
Disciplines Represented Management/Industrial-organizational psychology Economics Human factors and cognitive engineering Marketing
The Framework
Culture
Culture
Culture
Expectations
Evaluations
Reactions
Technology
Technology
Technology
You-The Customer
The Service Provider/ Employees
Other Customers
The Healthcare Industry-An Example
Why healthcare? High consequence domain
Cost, quality of life… Goods vs. service continuum Patient vs. provider continuum Emotional valence Confronting the core cultural values of people
End of life, mental health, reproductive health… Culture introduces the potential mismatch of
expectations
Research Questions
Key questions: In today’s diverse, inter-cultural settings, how do we
a) Reduce cost, improve healthcare provider performance and enhance patient experience?
b) Enhance patient compliance with medical advice (e.g., diet for diabetics) in order to foster positive health outcomes?
Healthcare
Background: previous research indicates that patient-provider demographic similarity relates to better outcomes
Our questions: Why? What underlying cultural factors account for this
relationship? How does demographic and cultural similarity with other
patients enhance this relationship? How can technology mediate or enhance the patient-to-
patient experience (and patients’ overall experience)? To what degree should the technology be tuned to the
individual’s culture?
You-The Patient
The Healthcare Provider
Other Patients
Similarity (cultural distance)
Similarity (cultural distance)
Technology
Technology
Technology
Similarity- is it good or bad?
“Maybe yes / Maybe no”
Will similarity between the patient and the care provider lead to better patient experience and positive behavioral outcomes (e.g., Positive WOM, customer
voluntary behavior, customer citizenship behavior)? Similarity-attraction paradigm (rapport, comfort, trust...)
“Similarity-pressure paradigm”? (unreasonable expectations, disappointment, distrust… “loss is more than the gain”- prospect theory?)
Similarity- is it good or bad?
Will similarity between the patient and other patients lead to better patient experience and positive behavioral outcomes? Similarity attraction Mismatched expectations, negative patient-to-patient
interactions How can healthcare providers manage or facilitate positive
patient-to-patient interactions to enhance experience? How can we use technology to better manage such an experience? Patient-to-patient communication: support groups, emails,
online discussion forums etc. http://nikeplus.nike.com/nikeplus/?locale=en_us
Why Do We Need a Multi-Disciplinary Team?
Economics (econometrics) Cognitive modeling: Lens model (proximal-distal etc.): Management: focus on the employee or the care giver
point of view Marketing: focus on the customers’ point of view
“When mathematical modeling meets business application”
J
II
I
IV
III
Judgment Task
Sample Survey
Formal Theory
ComputerSimulation
Field Study
Field Experiment
Lab Experiment
ExperimentalSimulation
RELEVANCE
GENERALIZABILITY
RIGOR
Methodological Approaches Qualitative research
Individual Interviews Observational research
Quantitative research Experimental studies
Written scenarios Videos Simulations
Surveys
Multi-methods approach