Service System of Easypaisa and MobiCash: Funds Transfer System via Telecommunication Companies in Context of Service Do
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Service System of Easypaisa and MobiCash: Funds Transfer System via Telecommunication Companies in Context of Service Dominant Logic
Huma Ghorsi, Arooj Siddiqui, Taimoor Basharat, Saroop Anwer, Hammad Ahmad
Received: 19 July 2018 / Accepted: 28 November 2018 / Published: 31 December 2018 © The Society of Service Science and Springer 2018
ABSTRACT Because of emergence of new logic which is Service Dominant Logic focused on intangible resources, the co-creation of value, and relationships Service dominant logic assumed a major category of economic activity in developed countries around the world, reason is that service is an interactive process of “doing something for someone” that is valued. There is a need to understand each service sector under this logic. Many researchers are working on Service dominant logic and its impact on different aspects. And for this purpose, we have chosen Easypaisa and MobiCash to understand the fund transfer system of both service systems under this service dominant logic and studied different aspects of this service exchange to better understand how value and experience are evaluated. In this Study, the Service system of Easypaisa and the service system of MobiCash are compared under the concepts of Service system. We have conducted interview with respective person of each service system and collected information and data on each concept of service. We have used Interview Guide given by Lyons and Tracy (2013) to collect data on service system concepts. We find out that Service system of Easy paisa is covering almost all concepts of Service system but comparatively MobiCash is far behind from Easypaisa. Our analysis showed that Easypaisa is much better than MobiCash because Easypaisa rapidly built a high performing national footprint, relying exclusively on the GSM channel. KEYWORDS Easypaisa, MobiCash, Service System, Service Dominant Logic Huma Gorsi PhD Scholar, University of Management & Technology Arooj Siddiqui PhD Student, University of Management & Technology Taimoor Basharat( ), corresponding author Senior Manager Marketing, Association for Academic Quality e-mail: [email protected] Saroop Anwer Assistant Professor, The University of Lahore Hammad Ahmad Assistant Professor, The University of Lahore
250 Huma Ghorsi, Arooj Siddiqui, Taimoor Basharat, Saroop Anwer, Hammad Ahmad
1. INTRODUCTION 1.1 Research Background & Motivation The new perspectives are converging to form a new dominant logic for marketing, in which service provision rather than goods are fundamental to economic exchange. Vargo and Morgan (2005) provided a historical review of economic and philosophical thought that led to the dominant logic surrounded goods or manufacturing output. Marketing inherited a model of exchange from economics, which had a dominant logic based on the exchange of “goods,” which usually are manufacturing output. 1.2 Rational of Study Service dominant logic is a new emerging concept of marketing which focus on customer and value co-creation and provides a thorough concept o
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