an exploration of service ecosystems in microfinance: a service dominant logic view
TRANSCRIPT
An Exploration of Service Ecosystem in Microfinance: A Service-Dominant Logic View
Siddike, Md. Abul Kalam and Kohda, Youji School of Knowledge Science
Japan Advanced Institute of Science and Technology, Japan18/06/2016
Outline1. Research Background
2. Research Methodology
3. Exploration of Service Ecosystem in BRAC’s Microfinance
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1. Research Background
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Our Focused Service System• Service Dominant Logic (SDL) can be understood from two point of
view, i. e. Behavior and Structure.• Resource integration is the center of behavior and service system is
considered as structure.
Value in use/context
Service system
Institutions
Resource integration
Value co-creation
Resource liquidityResource density
Behavior
Structure
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Our Approach• There is not so many research for exploration of service ecosystem in
SDL perspective.
• To explore a service ecosystem is difficult due to diverse actors. Listing up diverse actors are very difficult.
• As a result, we explore a service ecosystem using a real life case.
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Research Objective
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To explore the service ecosystems in microfinance in the paradigm of service-
dominant logic.
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2. Research Methodology
Research Methodology• Adopt qualitative case study by interview.
• Interviews with 11 employees and 14 customers from BRAC from 17th of December 2014 to January 2015.
• Direct observation of Village Organization (VO) meetings, and financial education program.
• Analyze the data qualitatively (thematically).
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3. Exploration of Service Ecosystems in BRAC’s Microfinance
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BRAC, Bangladesh• BRAC (Bangladesh Rural Advancement Committee) is one of the biggest
and successful NGOs in Bangladesh.
• BRAC provides a range of microfinance services to the poverty people including microloans, savings, insurance and social services.
• Why we select BRAC as a case? Because BRAC not only provides financial services but also provides a series of social services to build livelihoods, boost consumption and improve well-being through creating self-employment.
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Evolving Business Model in Microfinance
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Introduced Financial literacy through
Customer Service Assistant (CSA)Customer
PO/BM
Advice and monitoring
CSA
Financialeducation
InformationExchange
Previous Business Model
PO/BM CustomerAdvice and Monitoring
PO: Program OrganizerBM: Branch Manager
Current business model
the strengthening of educational opportunity
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Structure and Institutions of Microfinance Service Ecosystem
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Resource Integration in Microfinance
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Theoretical Implications
Conclusion• First time we showed the micro, meso and macro structure of service
ecosystem in real life case.
• On-demand information sharing, 4 days monthly monitoring, financial education, micro-service transactions, social enterprise and community culture are the institutions in service ecosystems.
• Social enterprises from all over the world can adopt the service system model modifying in the local settings.
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Thank you very much for your kind attention
Questions or comments, Please
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