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  • June 2017
  • Article
  • Management Science

Creating Reciprocal Value Through Operational Transparency

By: Ryan W. Buell, Tami Kim and Chia-Jung Tsay
  • Format:Print
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Abstract

We investigate whether organizations can create value by introducing visual transparency between consumers and producers. Although operational transparency has been shown to improve consumer perceptions of service value, existing theory posits that increased contact between consumers and producers may diminish work performance. Two field and two laboratory experiments in food service settings suggest that transparency that 1) allows customers to observe operational processes (process transparency) and 2) allows employees to observe customers (customer transparency) not only improves customer perceptions, but also increases service quality and efficiency. The introduction of this transparency contributed to a 22.2% increase in customer-reported quality and reduced throughput times by 19.2%. Laboratory studies revealed that customers who observed process transparency perceived greater employee effort, and thus were more appreciative of the employees and valued the service more. Employees who observed customer transparency felt that their work was more appreciated and more impactful, and thus were more satisfied with their work and more willing to exert effort. We find that transparency, by visually revealing operating processes to consumers and beneficiaries to producers, generates a positive feedback loop through which value is created for both parties.

Keywords

Operational Transparency; Service Management; Production Management; Organizational Performance; Labor; Behavioral Operations; Service Operations; Service Delivery; Consumer Behavior; Labor; Organizational Design; Operations; Service Industry; United States; Kenya

Citation

Buell, Ryan W., Tami Kim, and Chia-Jung Tsay. "Creating Reciprocal Value Through Operational Transparency." Management Science 63, no. 6 (June 2017): 1673–1695.
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About The Author

Ryan W. Buell

Technology and Operations Management
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More from the Authors

    • February 2021
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    How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice

    By: Ryan W. Buell and Basak Kalkanci
    • November 2020
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    Improving Access at VA (Update)

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    Lifting the Veil: The Benefits of Cost Transparency

    By: Bhavya Mohan, Ryan W. Buell and Leslie K. John
More from the Authors
  • How Transparency into Internal and External Responsibility Initiatives Influences Consumer Choice By: Ryan W. Buell and Basak Kalkanci
  • Improving Access at VA (Update) By: Ryan W. Buell
  • Lifting the Veil: The Benefits of Cost Transparency By: Bhavya Mohan, Ryan W. Buell and Leslie K. John
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