Strateg-matic Approach to Service Design in Higher Education: Building an Ecosystem Frame to Deliver on Excellence in the Service Experience

Abstract

The paper reviews some considerations of applying business ecosystem concept into the higher education's service delivery. It gives insights about how policymakers can transform the higher educational institutions (HEIs) in Bulgaria from service-to student-oriented one, and how they can improve their performance in terms of Customer/Student Perceived Value assessments. Thus, a business model canvas of an HEI is developed to reveal both "whole the picture" of the service experience and interdependence between the ecosystem design and the service value proposition to prospected student targets. Additional conceptual model is represented to track that interdependence from the perspective of perceived service quality.