Consumer and co-producer roles in e-service: analysing efficiency and effectiveness of e-service designs

E-service involves the delivery of service through information technology based service delivery channels such as the Internet. Many e-services are distinguished by the active and significant participation of customers in real-time service design and delivery, a phenomenon referred to as service co-production. Because e-service often involves higher levels of service co-production than in traditional person-to-person services, it has become important to incorporate customers’ needs both as a service co-producer and as a service consumer into the design of e-service systems. In the current paper we propose a two-stage approach to evaluate the efficiency and effectiveness of e-service designs. We focus on meeting customers’ needs as both co-producers and consumers. The approach is demonstrated in an exploratory empirical study of the design of e-services of Internet food retailers.