Service System of Easypaisa and MobiCash: Funds Transfer System via Telecommunication Companies in Context of Service Dominant Logic

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.