QUIS19, June 2025

国際的なサービス研究の学術会議「QUIS19」が6月3日から6日まで，イタリア・ローマで開催された．主催はローマ第三大学で，世界から300件以上の投稿が集まり，うち249件が採択された．

注目されたテーマは，「環境・サステナビリティとサービス」（46件），「AI・ロボットとサービス」（45件），「トランスフォーマティブ・サービス」（27件）など．サービス研究が多様な分野へと広がっていることがうかがえる．

日本からはJAISTを含め4件の報告があり，金融，健康支援，観光，B2Cサービス化に関する研究成果を発表．現地でも高い関心を集めた．

The 19th QUIS (Quality in Service) symposium took place from June 3 to 6 in Rome, hosted by Roma Tre University. The international conference brought together leading scholars to explore the evolving landscape of service research.

Out of 303 submissions, 249 papers were accepted across 24 categories. The top three topics were “Environment, Sustainability, and Service” (46 papers), “AI and Robots in Service” (45 papers), and “Transformative Service” (27 papers), indicating a strong interest in the intersection of technology, social impact, and service innovation.

Japan was represented by four presenters, including the Japan Advanced Institute of Science and Technology (JAIST), who shared insights on financial well-being, self-care through digital health, tourism, and B2C servitization.

My Health Buddy: Emotional Attachment on Digital Device for Self-Care Engagement

By Satoru Shigeno and Kunio Shirahada

QUIS19, Rome, June 4, 2025.

「スマートウォッチが心の支えに」――自己ケアにおける感情の力

健康管理の第一歩は，数値よりも「気づき」かもしれない．国際学会QUIS19で発表した研究は，ウェアラブル端末と自己ケアの間に生まれる“感情的なつながり”に注目したユニークなものである．

研究は，東京のフィットネスジムに通う参加者18名を対象に，1か月間にわたり健康トラッカー，専門家，そしてコミュニティとの相互作用を追跡．分析の結果，単なる数値の追跡ではなく，「意外な気づき」や「専門家の一言」がきっかけとなり，健康への向き合い方が変化する過程が明らかになった．特に興味深いのは，トラッカーがやがて“相棒”のように感じられ，自分自身の延長として捉えられるようになる心理的プロセスである．こうした感情の転換は、単なる利用から「持続的な自己ケア」への関与へと進化させていた．本研究は，テクノロジーと人との新たな関係性を示すものであり，今後のデジタルヘルスサービス設計に重要な示唆を与えている．

When a Tracker Becomes a Companion: Emotional Bonds Boost Self-Care

Can a smartwatch become more than just a device? A new study presented at the QUIS19 conference suggests it can—by becoming a trusted partner in personal health. Researchers Satoru Shigeno and Kunio Shirahada from the Japan Advanced Institute of Science and Technology (JAIST) explored how emotional attachment to wearable health trackers transforms users’ engagement with self-care.

The study followed 18 participants at a Tokyo fitness gym over a one-month wellness program. Through wearable devices, expert support, and Slack-based community interaction, the research documented the evolving relationships between users and their digital companions.

Key findings revealed that participants often experienced confusion when their bodily sensations and device data didn’t match. However, moments of surprise—such as receiving unexpected advice from sleep or mindfulness coaches—served as emotional turning points. These “delight” experiences helped participants ease performance pressure and rethink their approach to health. Over time, many users began to view their health tracker not just as a tool but as an extension of themselves—a “health buddy.” This emotional bond deepened their motivation and helped them shift from externally driven to intrinsically motivated self-care behaviors.

This research contributes to the growing field of Transformative Service Research by highlighting how digital health services can be designed to foster emotional engagement and long-term well-being. It offers valuable insight into human–technology relationships and the design of services that empower people to take ownership of their health.

A prospect-based view for transformative financial services

By Yasuki Okai and Kunio Shirahada

QUIS19, Rome, June 5, 2025.

「将来像が幸福感を左右」――金融サービス研究に新視点

お金に関する満足度や安心感は，手元の資産や行動だけでなく「将来どうなるか」という個人の見通しによっても左右される――そんな新たな視点を提起した研究を、国際学会QUIS19で発表した．従来，金融ウェルビーイング（FWB）は金融行動や資産の結果とされてきたが，今回の研究では「将来の見通しに対する主観的評価」こそが心理的な満足度に直結するという「プロスペクト基盤視点（PBV）」を提唱した．

全国4,000人以上の企業勤労者データを分析した結果，計画性や未来志向，リスク回避傾向，老後費用への意識などの心理要因が，資産水準とは無関係に満足度と強く関連していることが確認された．この研究は、サービスとしての金融のあり方を見直すきっかけとなるものであり，単なる金融リテラシー教育を超えて，心理的側面への支援を含めた「変革型金融サービス（TFS）」設計への応用が期待される．

Future Outlooks Matter: A New Perspective in Transformative Financial Services

A recent study presented at the QUIS19 conference challenges conventional views in financial services by highlighting how individuals’ perceptions of their financial future—rather than just current assets or behaviors—significantly shape their financial well-being.

Researchers Yasuki Okai and Kunio Shirahada from the Japan Advanced Institute of Science and Technology (JAIST) introduced a new framework called the "Prospect-Based View" (PBV). Unlike the traditional Outcome-Based View, which treats financial satisfaction as a consequence of financial behavior and assets, PBV emphasizes the direct impact of psychological factors such as planning, future orientation, risk aversion, and awareness of long-term costs.

Using data from over 4,000 working adults in Japan, their analysis showed that these internal psychological factors strongly predict financial satisfaction—even when controlling for income, education, and actual asset levels.

This shift in perspective holds significant implications for the design of Transformative Financial Services (TFS). Rather than focusing solely on outcomes and behaviors, TFS providers are encouraged to integrate psychological dimensions into service design, education programs, and marketing strategies.

The study underscores the importance of future-oriented thinking and emotional support in fostering financial well-being. As financial services seek to become more human-centered and inclusive, PBV offers a promising theoretical and practical foundation.