Browsing by Author "Hsuan, Juliana"

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Citation - WoS: 9
Citation - Scopus: 10
Modularization of the Front-End Logistics Services in E-Fulfillment
(Wiley, 2023) Yurt, Oznur; Sorkun, Metehan Feridun; Hsuan, Juliana
This study exploits service modularity in front-end logistics services in e-fulfillment, from a customer-centric approach, particularly in order management, delivery, and return. Through an online survey of UK customers, the service priorities of 494 respondents via AHP (Analytic Hierarchical Process) were analyzed. Extracting customers' service priorities, ordering behavior, and demographic information as input data, the clustering algorithm KAMILA (KAy-means for MIxed LArge data sets) was further applied. The three identified customer clusters (multichannel shoppers, infrequent shoppers, and online fans) provide preliminary evidence on how commonality and variability aspects of service modularity in front-end logistics services can optimize the number of service options and their performance levels. Therefore, our study, building on value co-creation and modularity, proposes a systematic way of exploiting service modularity for the customer segmentation process that addresses heterogeneous customer preferences cost-efficiently and uncomplicatedly. Furthermore, we provide a framework for the governance of front-end logistics services, guiding outsourcing decisions. Accordingly, it reveals the implications of customer priorities and service decomposition logic choices on value creation. Finally, the propositions formulated aim to develop theoretical foundations for explaining how the heterogeneity in customer priorities for logistics services can be managed with modularity, creating value both for customers and retailers.
Citation - WoS: 10
Citation - Scopus: 12
Service Modularity in E-Learning Programs: an Analysis From the Perceived Usefulness Perspective
(Emerald Group Publishing Ltd, 2022) Sorkun, Metehan Feridun; Yurt, Oznur; Hsuan, Juliana
Purpose This study investigates the effects of service modularity on the perceived usefulness (PU) of e-learning programs through the perceived ease of use (PEoU) and service customization. Design/methodology/approach Structural equation modeling was used to test four hypotheses with survey data from 517 undergraduates in Turkey. Findings Results show that service modularity affects the PU of e-learning programs through the PEoU. Service customization negatively moderates the effect of service modularity on the PEoU, but positively moderates the effect of the PEoU on the PU of e-learning programs. Practical implications This study offers insights that support the decisions of policymakers and higher education institutions on how to design appealing e-learning programs cost-effectively. Social implications This study reveals the determinants of the PU of e-learning, which could support the democratization of access to higher education in emerging countries where barriers to higher education are relatively greater than in developed countries. Originality/value The concept of service modularity is explored in the e-learning context from the students' perspective. This study shows that the standardized interfaces across course modules increase the PU of e-learning programs by improving the ease of use. It also shows, interestingly, that service customization, enabled by modularity, is not always appreciated by service consumers, because of the potential extra effort demanded in communicating their unique needs to service providers.