An Exploration of Service Ecosystems in Microfinance: A Service Dominant Logic View
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Presented in SERVSIG 2016, Maastricht, The Netherlands
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An Exploration of Service Ecosystems in Microfinance: A Service Dominant Logic View
- 1. 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, Japan 18/06/2016
- 2. Outline 1. Research Background 2. Research Methodology 3. Exploration of Service Ecosystem in BRAC’s Microfinance 2
- 4. 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 liquidity Resource density Behavior Structure 4
- 5. 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. 5
- 6. Research Objective 6 To explore the service ecosystems in microfinance in the paradigm of service- dominant logic.
- 8. 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). 8
- 9. 3. Exploration of Service Ecosystems in BRAC’s Microfinance 9
- 10. 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. 10
- 11. Evolving Business Model in Microfinance 11 Introduced Financial literacy through Customer Service Assistant (CSA) Customer PO/BM Advice and monitoring CSA Financial education Information Exchange Previous Business Model PO/BM Customer Advice and Monitoring PO: Program Organizer BM: Branch Manager Current business model the strengthening of educational opportunity
- 12. Structure and Institutions of Microfinance Service Ecosystem 12
- 13. Resource Integration in Microfinance 13
- 15. 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. 15
- 16. Thank you very much for your kind attention Questions or comments, Please 16
Notas del editor
- Good afternoon every one. Thank you very much for coming for Servsig 2016 I am Md. Abul Kalam Siddike, from School of Knowledge Science in Japan Advanced Institute of Science and Technology, Japan. Today I would like to talk about …………………………………………………
- A service system could be understood from two points of view namely Behavior and Structure. When we take a position from SDL point of view, there are several concepts. Center of behavior is resource integration. As a result of resource integration, we receive value co-creation. In addition, RL and RD works as important mechanism for co-creation of value. At the same time, service system determines the value in use/context. But institutions are important for co-creation of value in context. Without institutions service system is just the collection of freely acting actors. In the service system, actors’ behavior are constrained by some institutions or institutional rules. This research will focus on this part.
- In this section, we will show the case analysis results from BRAC’s Microfinance
- 2. You may think that microfinance means only financial services but it is not true They not only provide financial services but also provide other training and capacity development services for the well being and creating self employment for the poverty people.
- Our result shows the business model of microfinance is not fixed. Previously, program organizer or branch manager provided advice and close monitoring of their valued customers. But as the customers are increasing. Therefore, social enterprises introduced customer service assistant for providing financial education through their regular working including predisbursement orientation and four days traings. As a result, here we can see that PO or BM is giving advice and monitoring them as well as they aslo share or exchange information with CSA for business success. Finally, we can see here that current business model has the strengthening of educational opportunities. That is similar to our objecitives.