Service quality management and ecosystem theory

This paper proposes an alternative perspective on service quality management (SQM) based on the ecosystem of complex and dynamic service environments. First, the ways in which systems thinking and core principles of Quality Management evolved are analysed in order to understand the past, present and the future. Then, by analysing the theories, models and applications of SQM systems and business ecosystems, the paper proposes a framework model for a service ecosystem. The proposed service ecosystem is based on value co-creation that can be utilised to manage service quality and to increase innovability. Through two case studies, the differences between the traditional approach to SQM and the application of ecosystem theory to SQM are compared and reflected. The case studies indicate that ecosystem theory can be used to manage service quality and to achieve success in value co-creation through new innovative practices.