Service Domain Research Articles

O020 Comparison of indices of deprivation and screening uptake within a local AAA screening programme

Abstract Introduction The NHS Abdominal Aortic Aneurysm Screening Programme (NAAASP) was established nationally to reduce the number of deaths caused by ruptured AAA. NAAASP invites all men in their 65th year for a simple abdominal ultrasound scan. Across the country uptake to the programme varies greatly. The aim of this study is to determine the impact of deprivation on local screening programme attendance. Methods The attendance for patients invited to screening within the Leicester, Leicestershire and Rutland screening NAAASP programme between the years 2016 and 2021 was compared to indices of multiple deprivation (IMD) (derived from their Lower Layer Super Output Area (LSOA) for each patient). Multiple logistic regression was used to determine the most significant component contributing to the IMD score. Results 28,730 men in total were invited to attend. Mean IMD for those that attended screening was 15.6 versus 20.6 for non-attenders (P value <0.001). Multiple regression revealed the IMD domains most associated with non-attendance to screening to be; Health Deprivation and Disability domain (P<0.001), Outdoor living environment domain (P<0.001) and Adult skills and English language proficiency domain (P<0.001). Barriers to housing and service domain including ‘geographical barriers’ which relate to the physical proximity of local services and employment domains did not show any association with attendance. Conclusion In line with the contemporary medical literature, social deprivation affects the uptake of the local National Abdominal Aortic Aneurysm Screening Programme (NAAASP). Health deprivation and disability, Outdoor living environment and adult education domains are most contributory to non-attendance.

Comparison of e-government acceleration in five regions: Case studies following the issuance of Presidential Regulation 95/2018

One year following the issuance of Presidential Regulation Number 95 of 2018 (Perpres 95/2018), all local governments are competing to implement an electronic-based government system (SPBE/e-Government/eGov). This study, which was conducted in the 2021-2022 period, aimed to examine e-Gov planning and then compare its practice in the five regions (Surabaya, Banyuwangi, Sleman, Gresik, and Kulon Progo) focusing on the results of the 2019 SPBE evaluation and the availability of a legal umbrella in the form of Regent/Mayor Regulations governing the implementation of e-Gov. Starting with the e-Gov theoretical framework, this study used a qualitative-descriptive method with internet secondary data, library research, SPBE index review, and supporting documents. The results of this study are: (a) there are four phases of e-Gov planning: automation, optimization, reengineering, and transformation. The acceleration of the implementation of the SPBE includes the integration of planning, budgeting, procurement, personnel data, archives, public complaints, and data centers; (b) responsively, the five regions compared in this study already have a legal umbrella in the form of a Regent/Mayor Regulations one year following the issuance of Presidential Decree 95/2018; (c) The SPBE service domain is a reliable indicator among the five regions, while the SPBE governance and policy domain displays different dynamics among them. This study concludes that Indonesia’s performance in e-Gov practice is still not convincing among other countries globally and recommends more innovative implementation of e-Gov from authorities (government) without neglecting periodic evaluations.

A Analysis of Information System Audit Using Control Objectives for Information and Related Technology 5 Framework on Permata Hebat Application

Permata Hebat application is an application created as a service to develop micro businesses among housewifes in Semarang City. However, to fulfill this expectation, of course, the application needs good IT management or governance, so that the application can be optimally utilized by its users. However, since its operation on March 23, 2021, it is not yet known how the quality or level of management capability or IT governance services run by the organization. Information system audit itself is an activity to evaluate and ensure that the system has met the standards. Meanwhile, one of the frameworks that can be used to conduct an audit is COBIT 5. COBIT 5 is a good practice whose processes have been adapted to current standards. As for the process control used is the Deliver, Services, and Support (DSS) domain. The results of the calculation show that for domains DSS01, DSS03, and DSS06 each received a maturity level value of 0.60, 0.52, and 0.61 or at level 1 performed. Meanwhile, domains DSS02, DSS04, and DSS05 each received maturity level values of 0.45, 0.35, and 0.42 or are still at level 0 incomplete. Therefore, there is still a need for a lot of improvement or improvement in each process. The goal is that the system can run in accordance with organizational expectations.

Barriers and Facilitators to Dialectical Behavior Therapy Skills Groups in the Veterans Health Administration.

Dialectical behavior therapy (DBT) is a multimodal evidence-based suicide prevention psychotherapy with barriers to full implementation. This study qualitatively examined barriers and facilitators to the DBT skills group treatment mode, which can be implemented as a stand-alone intervention. Using data from a national mixed-methods program evaluation of DBT in the Veterans Health Administration (VHA), this is the first article to examine barriers and facilitators to DBT skills groups implemented with a DBT consultation team or as a stand-alone intervention. A subset of data from semi-structured telephone interviews of six clinicians and three administrators (n = 9 respondents) was analyzed to provide complementarity and expansion on prior quantitative findings. The data were coded using an iterative process based on content analysis and a codebook based on the Promoting Action on Research Implementation in Health Services framework. The study was approved by the institutional review board for the Palo Alto VA Health Care System. Barriers and facilitators were organized by Promoting Action on Research Implementation in Health Services domains of evidence, context, and facilitation. Results showed how reduced leadership support and low receptivity to providing DBT skills groups functioned as barriers and also identified a barrier not described earlier in the literature: the perception that this group could conflict with expanding access to care for more veterans. The results showed how leadership supported implementation, including by mapping clinic grids and supporting training, and also revealed how a supportive culture among providers facilitated division of labor between skills group providers, and how offering a treatment that filled a gap in services supported the group. At some sites, a provider with prior DBT experience was instrumental in starting DBT skills groups or developing ongoing training. Qualitatively analyzed barriers and facilitators to a group-delivered suicide prevention intervention, DBT skills groups, expanded on quantitative findings on the importance of leadership support, culture, and training as facilitators. Future work implementing DBT skills group as a stand-alone treatment will need to address the barrier of receptivity and perceived barriers about access to care.

Traverser: A method and a tool to extract user’s traverses within web systems from ontology

People explore specific services or information to accomplish their goals within a web system. Efficient visitors’ exploration routes must be defined as requirements to guide them through a good experience. In order to define these requirements, we focused on links from one object to another and developed a method named Traverser to guide the visitors from the starting point to the destination. In our study, these links are within the ontology of a service domain. The set of links to guide visitors from a certain object to the destination is referred to as a “traverse.” A traverse is inferred from the ontology by tracing associations and inheritance relationships between domain items, taking the rights of each user group into account. The ontology for extracting traverses is developed as a conceptual model with a class diagram of UML, while the roles of an association are diverted as a user group’s permissions. We also developed a tool to define the conceptual model and extract traverses. The effectiveness of Traverser is evaluated by comparing the requirements derived by Traverser with those of the use case approach.

EVALUATION OF SPBE SERVICE MATURITY LEVEL IN CENTRAL MALUKU DISTRICT GOVERNMENT USING SPBE 2020 FRAMEWORK

Information and Communication Technology (ICT) utilization in the implementation of government processes is a priority that the government continues to develop. To make it happen, the government, through Presidential Decree No. 95 of 2018 concerning the implementation of an electronic-based government system (SPBE), every government agency must implement SPBE in its services and evaluate the implementation of SPBE periodically. With this urgency, the government issued Panrb Regulation No. 59 of 2020 concerning guidelines for assessing the maturity level of SPBE to correct deficiencies in the previous Panrb Regulation No. 5 of 2018 because there were several mandates of Presidential Regulation No. 95 of 2018 that had not been accommodated in it. One of the domains that received changes is the SPBE Service domain. In the SPBE service domain, there are updates to the assessment questionnaire and the addition of indicators that were originally 11 service indicators to 16 maturity-level service indicators. The purpose of this study is to determine the maturity level of SPBE services using the SPBE 2020 framework through the assessment of aspects of electronic-based Government Administration Services and the value of electronic-based Public Service aspects in Central Maluku regency. The Data in this study were obtained through interviews, observation, and validation of supporting evidence. The results of this study indicate the value of the SPBE Service Domain index of 2.36. The result of this value is used as an assessment of the maturity level of SPBE services in the Central Maluku regency government. From the acquisition of the index value, the maturity level of SPBE services in the Central Maluku regency government is included in the “average” category. To improve the indicators of low-value SPBE services, the Central Maluku regency government needs to implement the improvement recommendations that have been given.

Satisfaction of Patients Other Than COVID-19 During the Pandemic at a Multidisciplinary Centre with COVID-19 Services

Background The services rendered by hospitals during the pandemic may not be efficient. This might impact the satisfaction of patients seeking healthcare. The aim of this study is to assess the satisfaction level of patients other than those with COVID-19 during the pandemic with different services provided by the hospital. Method A quantitative, analytical and cross-sectional study was carried out in a multidisciplinary hospital. Valid questionnaire, derived from PSQ III and PSQ 18, was used for data collection from 250 outpatients. Ethical approval was obtained. Systematic random sampling was done to enrol patients into the study after taking their consent. Descriptive analysis was performed using frequency, proportion, median and inter-quartile range. Mann–Whitney U test and Kruskal–Wallis test were carried out to find the association between overall satisfaction and different socio-demographic and other variables. Statistical significance was set at p-value < 0.05. Result Almost two-thirds of the respondents visiting the hospital during the pandemic were female (male: 35.6% and female: 64.4%). More than half (50.4%) of the patients reported that access to the hospital was feasible. Of the patients reporting dissatisfaction, most of them (86.4%) considered the establishment of separate COVID-19 hospitals as the best option. The median satisfaction score for the overall satisfaction of patients towards different service domains was 54.0 (45–60). Almost all respondents (95.6%) found that services were easily available. Patient satisfaction score was significantly associated with expenditure ( p < 0.001). Satisfaction score was also significantly associated with the time spent in the hospital by the patients ( p < 0.001). Conclusion Majority of the patients reporting to the multidisciplinary hospital were satisfied with the provisioning of treatment and different services during the COVID-19 pandemic. Relatively lesser satisfaction was reported for the provision of maintenance of social distance, availability of hand washing/sanitisation, overall hospital cleanliness and cost of treatment. Moreover, satisfaction among patients was associated with their perceived fear of the pandemic.

Hospitality as the bridge: advancing transformative service research towards human flourishing

ABSTRACT As an increasingly important paradigm in the services domain, transformative service research (TSR) emphasizes the need for improving the well-being of entities inside and outside the service organization. The present article offers that hospitality – as an ethic and experience – offers compelling avenues to move the TSR agenda to its next stage of evolution. Specifically, given its indelible connections to the fledging paradigm of human flourishing, hospitality provides tangible pathways for service organizations to effect transformative value creation as systemic human flourishing at the individual, collective, and ecosystem levels. The article examines this proposition in the context of research at the intersection of hospitality and healthcare. It then offers a novel conceptual framework – Hospitality-Oriented Systems of Transformation In Services (HOSTIS) – that uses hospitality as the starting point and the bridge between the two paradigms of TSR and human flourishing. The article concludes with opportunities for future research that addresses the key conceptual and empirical considerations of the framework. The HOSTIS framework recognizes the potential of service organizations to contribute to a flourishing society.

Power Distribution IoT Tasks Online Scheduling Algorithm Based on Cloud-Edge Dependent Microservice

The power distribution network business gradually extends from the grid domain to the social service domain, and the new business keeps expanding. The edge device uses microservice architecture and container technology to realize the processing of different services by one physical device. Although the power distribution network IoT with cloud-edge architecture has good scalability, scenarios with insufficient resources for edge devices may occur. In order to support the scheduling and collaborative processing of tasks under the resource-constrained scenario from the edge device, this paper proposes a cloud-edge collaborative online scheduling method for the distribution of station area tasks under the microservice architecture. The article models the characteristics of power tasks and their constraints in the cloud-edge containerized scenario, designs the priority policy and task assignment policy based on the cloud-edge scheduling mechanism of containerized power tasks, and schedules the tasks in real time by an improved online algorithm. Simulation results show that the algorithm proposed in this paper has high task execution efficiency, can improve the completion rate of important tasks with limited resources of edge devices, and improves system security through resource replacement.

A Two-Stage Image Frame Extraction Model -ISLKE for Live Gesture Analysis on Indian Sign Language

The new industry revolution focused on Smart and interconnected technologies along with the Robotics and Artificial Intelligence, Machine Learning, Data analytics etc. on the real time data to produce the value-added products. The ways the goods are being produced are aligned with the people’s life style which is witnessed in terms of wearable smart devices, digital assistants, self-driving cars etc. Over the last few years, an evident capturing of the true potential of Industry 4.0 in health service domain is also observed. In the same context, Sign Language Recognition- a breakthrough in the live video processing domain, helps the deaf and mute communities grab the attention of many researchers. From the research insights, it is clearly evident that precise extraction and interpretation of the gesture data along with an addressal of the prevailing limitations is a crucial task. This has driven the work to come out with a unique keyframe extraction model focusing on the preciseness of the interpretation. The proposed model ISLKE deals with a clustering-based two stage keyframe extraction process. It has experimented on daily usage vocabulary of Indian Sign Language (ISL) and attained an average accuracy of 96% in comparison to the ground-truth facts. It is also observed that with the two-stage approach, filtering of uninformative frames has reduced complexity and computational efforts. These key leads, help in the further development of commercial communication applications in order to reach the speech and hearing disorder communities.

Citizen Service Quality Standard: Its Levels of Implementation and Satisfaction as Perceived by Clients, Deped-Tagbilaran City

Service Quality Standards (SQSs) mean the level of management and organization service unit requirements. The study investigated the Department of Education (DepEd) Tagbilaran City Division frontline services. The study is descriptive-comparative in gathering data through modified tools to measure the levels of implementation, satisfaction, and problems encountered by internal and external DepEd stakeholders in its service transactions. With the overall number of 956, a sample size of 536 was randomly selected (2.81% margin of error at 95% confidence interval). It used Spearman Rank Chi-Square, Mann Whitney Test, and Kruskal Wallis. The Chi-Square test results revealed that an association exists between the position of respondents (X2 (14) =24.396, p<0.05) and the classification of respondents (X2 (2) = 10.568, p<0.05) with their level of satisfaction. The Spearman Rank test showed a significant positive correlation between implementation and satisfaction (rs (534) =0.657, p<0.05). The Mann-Whitney test results revealed that internal stakeholders (Mdn = 3.25) have higher satisfaction as compared to external stakeholders (Mdn = 3.00), U (267,269) = 31380.500, z = -2.532, p<0.05. Although it fully implemented its service quality standard, it falls short in some service domains in that clients were moderately satisfied with their frontline services.

A Multi-Objective Crowding Optimization Solution for Efficient Sensing as a Service in Virtualized Wireless Sensor Networks

The Internet of Things (IoT) encompasses a wide range of applications and service domains, from smart cities, autonomous vehicles, surveillance, medical devices, to crop control. Virtualization in wireless sensor networks (WSNs) is widely regarded as the most revolutionary technological technique used in these areas. Due to node failure or communication latency and the regular identification of nodes in WSNs, virtualization in WSNs presents additional hurdles. Previous research on virtual WSNs has focused on issues such as resource maximization, node failure, and link-failure-based survivability, but has neglected to account for the impact of communication latency. Communication connection latency in WSNs has an effect on various virtual networks providing IoT services. There is a lack of research in this field at the present time. In this study, we utilize the Evolutionary Multi-Objective Crowding Algorithm (EMOCA) to maximize fault tolerance and minimize communication delay for virtual network embedding in WSN environments for service-oriented applications focusing on heterogeneous virtual networks in the IoT. Unlike the current wireless virtualization approach, which uses the Non-dominated Sorting Genetic Algorithm-II (NSGA-II), EMOCA uses both domination and diversity criteria in the evolving population for optimization problems. The analysis of the results demonstrates that the proposed framework successfully optimizes fault tolerance and communication delay for virtualization in WSNs.

Analysis of Lampung Provincial Social Service website using PIECES framework

The official website of the Social Office Lampung Provincial contains news content, routine activities, and information on public services. The website has been changed from an internal point of view but does not yet know how satisfaction is based on user perceptions. As a result, users no longer want to visit the Social Office website, which is one of the problems, so it is necessary to build a measurement model for the classification of website user problems using the Framework Pieces. Previously, the reliability and validity test of the questionnaire was taken from 338 samples of respondents, then entered the data analysis stage by assessing user characteristics based on the Likert scale and class intervals. Framework Pieces succeed to classify the problems of 338 samples in the range of good and poor. For the Performance domain with a score of 3,62 (Good), the Informations or Data domain with a score of 2,57 (Poor), Economics domain with a score of 3,35 (Moderate), Control or Security domain with a score of 3,61 (Good), Efficiency domain with a score of 3,36 (Moderate), finally for Service domain with a score of 2,60 (Poor).

Smart city planning and the challenges of informality in India

Smart city initiatives are mushrooming across the Global South, yet their implications for urban informality – a distinct challenge of planning in the cities of the Global South – remain overlooked. Using the Indian case as a focus and drawing upon empirical studies in three cities of Bhubaneswar, Pune, and Chennai, which are among the first 20 smart cities prioritised for implementation in the Smart Cities Mission, we show how informality challenges the understanding of the smart city. We analyse how this phenomenon is framed in smart city planning, focusing on the three domains of affordable housing, infrastructure services, and citizen engagement. We argue that using informality as a lens of critical analysis offers a new perspective on the ‘Southern theory’ of smart cities. In doing so, we highlight the disregard of informality at the cost of socio-spatial division – as a significant challenge for smart city development in India.

Accountability logics in disability service NPOs – Incorporating the role of service user advocacy in accountability and management control systems

PurposeThe aim of this paper is to contribute to a greater understanding of non-profit organization (NPO) management control systems (MCS) and accountability in organizations providing support service for capacity constrained service users. Specifically, the paper examines the role of MCS and accountability in supporting mission realization in NPOs providing services to people with intellectual disabilities and reflects on this in the context of the COVID-19 pandemic.Design/methodology/approachThe research comprised a case study of four NPOs providing services to people with intellectual disabilities in Ireland conducted prior to the global COVID-19 pandemic. The study probed management's perceptions of stakeholders and examined the manner in which the design and use of MCS and accountability processes supported mission realization.FindingsService users were regarded as the least powerful stakeholder and consequently the least attended to in terms of MCS and accountability processes. The absence of relational and dialogical accountability with service users is not only central to maintaining this power asymmetry but also poses a threat to mission realization. These deficits can be addressed through the integration and monitoring of internal advocacy activities into MCS and accountability processes, which, on reflection, may also mitigate some of the negative consequences for service users of isolation from external support networks in times of crisis.Research limitations/implicationsThis research has opened up an area for enquiry – internal advocacy – heretofore not addressed in the management accounting literature, opening up a novel vein for future research. Such research could further examine the role of internal advocacy, drawing from and adding to the research in other support service domains. A number of objectives and questions might be considered: (1) probing the level of management recognition of the role of direct engagement in advocacy activities in supporting service user agency; (2) identifying with service users and management the nature and attributes of effective advocacy activities and practices; (3) questioning how such advocacy activities and practices might be reflected in MCS; (4) identifying what service user stakeholders regard as effective accountability to them in relation to their needs and objectives; and (5) assessing the impact on service user experience and on NPO mission realization of internal advocacy activities and the monitoring and review thereof through MCS. These suggestions for future research draw attention to aspects of support service delivery that have the potential to be profoundly influential on service outcomes.Practical implicationsA performance management model reflecting the identified need to incorporate internal advocacy mechanisms into organizational management control systems is proposed in an effort to increase accountability of NPOs to their core mission stakeholder – service users. This model may be of value to NPO management as they move from a medical-model of care to a rights-based model for service delivery in care settings.Social implicationsThe paper reflects the importance of listening to the voice of vulnerable service users in NPO care settings and proposes a mechanism for embedding internal advocacy in formal management control systems and accountability processes.Originality/valueIn proposing an “agency” supportive relational and dialogical accountability logic for such organizations, underpinned by “internal advocacy”, this research provides theoretical and practical insights for accountability processes and the design of MCS. The findings contribute empirically, not just to the NPO management and MCS literature but also to understanding the relational interaction of service users with service organizations, and what this means in supporting service user objectives and realization of organizational mission.

Signal Processing Techniques for 6G

6G networks have the burden to provide not only higher performance compared to 5G, but also to enable new service domains as well as to open the door over a new paradigm of mobile communication. This paper presents an overview on the role and key challenges of signal processing (SP) in future 6G systems and networks from the conditioning of the signal at transmission to MIMO precoding and detection, from channel coding to channel estimation, from multicarrier and non-orthogonal multiple access (NOMA) to optical wireless communications and physical layer security (PLS). We describe also the core future research challenges on technologies including machine learning based 6G design, integrated communications and sensing (ISAC), and the internet of bio-nano-things.

How Verb Tense Shapes Persuasion

AbstractWhen sharing information and opinions about products, services, and experiences, communicators often use either past or present tense (e.g., “That restaurant was great” or “That restaurant is great”). Might such differences in verb tense shape communication’s impact, and if so, how? A multimethod investigation, including eight studies conducted in the field and lab, demonstrates that using present (vs. past) tense can increase persuasion. Natural language processing of over 500,000 online reviews in multiple product and service domains, for example, illustrates that reviews that use more present tense are seen as more helpful and useful. Follow-up experiments demonstrate that shifting from past to present tense increases persuasion and illustrate the underlying process through both mediation and moderation. When communicators use present (rather than past) tense to express their opinions and experiences, it suggests that they are more certain about what they are saying, which increases persuasion. These findings shed light on how language impacts consumer behavior, highlight how a subtle, yet central linguistic feature shapes communication, and have clear implications for persuasion across a range of situations.

Dynamic feature selection model for adaptive cross site scripting attack detection using developed multi-agent deep Q learning model

Web applications’ popularity has raised attention in various service domains, which increased the concern about cyber-attacks. One of these most serious and frequent web application attacks is a Cross-site scripting attack (XSS). It causes grievous harm to victims. Existing security methods against XSS fail due to the evolving nature of XSS attacks. One evolving aspect of XSS attacks is feature drift which changes the feature relevancy and causes degradation in the performance. Unfortunately, dynamic awareness of drift occurrence is missing. Thus, this study attempts to fill the gap by proposing a feature drift-aware algorithm for detecting the evolved XSS attacks. The proposed approach is a dynamic feature selection based on a deep Q-network multi-agent feature selection (DQN-MAFS) framework. Each agent is associated with one feature and is responsible for selecting or deselecting its feature. DQN-MAFS provides a sub-model for reward distribution over agents, which is named as fair agent reward distribution based dynamic feature selection FARD-DFS. This framework is capable of supporting real-time, dynamic updates and adjustment of embedded knowledge as long as new labelled data arrives. DQN-MAFS has been evaluated using four real XSS attack datasets with various feature length sizes. The evaluation process was conducted and compared with state-of-the-art works. The obtained results show the superiority of our FARD-DFS over the benchmarks in terms of the majority of metrics. The improvement percentages of the mean accuracy and F1-measure ranged from 1.01% to 12.1% and from 0.55% to 6.88%, respectively, in comparison with the benchmarks. This approach can be deployed as an autonomous detection system without the need for any offline retraining process of the model to detect the evolved XSS attack.

Factors Related to Quality of Life in Children With Cerebral Palsy

BackgroundWe investigated the influence of relevant demographic, clinical, neuropsychological, and psychosocial variables on the proxy-reported quality of life (QOL) of children with cerebral palsy (CP). MethodsThe proxy-reported Cerebral Palsy Quality of Life-Child questionnaire (CP QOL-Child) was completed by 58 children with CP (mean age 10.22 years, SD 1.67). Relationships between QOL scores and demographic, clinical, neuropsychological, and psychosocial variables were assessed. CP QOL scores and other variables that correlated significantly were introduced into a multiple linear regression model. ResultsExecutive functioning and motor functional status were explanatory variables for the CP QOL total score. Executive functions explained three specific QOL domains: Social Wellbeing and Acceptance, Feelings about Functioning, and Emotional Wellbeing and Self-esteem. Parental stress also explained Social Wellbeing and Acceptance. Motor functional status and visual perception were explanatory variables for the Access to Services domain. Finally, autism spectrum disorder (ASD) traits were an explanatory variable for the Participation and Physical Health domain. ConclusionExecutive functioning and motor functional status importantly influence QOL of children with CP. Visual perception, ASD symptoms, and parental stress variables are related with specific QOL domains. These findings demonstrate that interventions targeting cognitive functions in children with CP may positively influence QOL.

Domain name as the element of library and information services personalization: The substantive and legal aspects

The author examines several provisions of using library’s domain name to personalize library and information services within the policy of library brand development and promotion. The library’s presence in the digital environment cannot be achieved without efficient branding strategy. It is vitally important to choose and use the “right” domain name to make users to identify the library’s website, to ingrain their positive associations – that is the main aim of registered service mark as the domain for the library’s website in the World Wide Web. The author focuses on personalization function of the library’s domain name similar to that of the service mark, The domain name is cited in advertising, used in official email addresses and, as a result, the users associate it with the library on the whole and its brand, in particular. Inclusion of the service mark as a verbal image into the domain name is an essential element of developing concerted strategy of individualization in the digital space. Similarities and differences in the functions of domain names and service marks as instruments of personalization in library and information activities are specified. The main accent is made on legal characteristics of the library’s service mark and domain name. The author examines the possibility to personalize library services in the digital space with domain name, as well as she emphasizes the role of Russian-language domain in expanding online resources usership.