Servitization and Industry 4.0 are considered two of the most recent trends transforming industrial companies. Servitization is mainly focused on adding value to the customer (demand-pull) while ...Industry 4.0 is frequently related to adding value to manufacturing process (technology-push). Although some scholars address them as complementary concepts, the literature lacks evidences about what are the interfaces and connection between the two trends. Thus, we aim to develop a conceptual framework that connects Servitization and Industry 4.0 concepts from a business model innovation (BMI) perspective. Our framework is based on three Servitization levels (i.e. smoothing, adapting and substituting) and three levels of digitization (i.e. low, moderate and high levels). We show that matching these levels results in nine possible configurations classified in manual, digital and industry 4.0-related services, which can focus on smoothing, adapting or substituting services. We use reported cases from the literature to support and illustrate these configurations. We also discuss different levels of complexity for the implementation of these configurations. The study hence provides a foundation for the growing research on the interface between Servitization and Industry 4.0.
•We explore the integration of servitization types and digitization levels.•The highest level of digitization considers the Industry 4.0-related technologies.•Servitization types can be offered in three levels: manual, digital and industry 4.0.•Industry 4.0-related services add value for customers and for internal processes.
PurposeThis article aims to synthesize and integrate current research on customer experience (CX), identifying the intellectual structure of the field, systematizing a conceptual framework and ...identifying future research opportunities.Design/methodology/approachTo analyze 629 articles published in peer-reviewed journals in almost four decades, this study employs both bibliometric co-keyword and thematic literature analysis in a complementary way.FindingsThis article maps the CX literature by describing its intellectual structure in terms of three research domains (customer, organizational and technological), their corresponding most relevant research themes and topics. Moreover, this study develops a conceptual framework and research propositions to summarize and integrate the CX literature. This work recognizes technology as an important driver for the development of CX research. Lastly, this article provides future research opportunities for moving the field forward, considering an integrative view among domains.Originality/valueThis paper complements other reviews on CX by using a novel methodological approach (co-keyword and thematic analysis) that enables the identification and visualization of the CX intellectual structure. In addition, the study explores the increasing connection between technology and CX research, by raising evidence that technology, by continuously modifying services and consequently CX, has become a transversal component in the research field. These outcomes may be useful for academics and practitioners.
This article investigates roadmapping features using a value proposition approach. First, three main roadmapping customers are defined to underpin the study: facilitators; owners; and participants. ...Then, a model of roadmapping features-organized as jobs, pains, and gains-is proposed and evaluated. The analysis of the proposed model indicates that the planning and deployment stages are critical to delivering better value to roadmapping customers. The most relevant jobs, pains, and gains for each customer are also discussed, helping companies and roadmapping professionals to design roadmapping processes for improved value delivery.
Purpose
This study aims to examine the impact of the servitization on the performance of small and medium enterprises (SMEs) in Brazil.
Design/methodology/approach
The study uses data from Brazilian ...SMEs and applies partial least squares structural equation modeling (PLS-SEM) to test the research hypotheses.
Findings
The findings suggest a positive relationship between servitization and SME performance. It is found that the strategy of offering base services does impact SME performance. Furthermore, servitization aims to promote a fit between environmental pressures and SME performance.
Practical implications
SMEs can use servitization to increase their performance in spite of their resources restrictions, size limitation and low level of service revenue. However, the adoption of servitization should be accompanied by managerial adjustments in servitization practices.
Originality/value
This paper is dedicated to investigating the servitization-performance relationship in the context of SMEs, which is not a usual research publication. Moreover, it adds to the servitization theory by demonstrating that it is not necessary to reach a critical mass of services to be profitable and base services may be also a source of revenues and profits.
Servitization and digitalization are two business model innovations that have affected product companies. From the convergence of these two trends, digital servitization emerged as a novel concept. ...Digital servitization pushes product companies to radically transform their business model, creating new challenges for its implementation. This paper aims to uncover how digitalization fundamentally transforms product companies in their transition towards services. Based on a systematic review of the literature, we analyze a sample of 180 articles published between 2005 and 2020 using both descriptive and content analysis techniques. Our review thereby offers both theoretical and managerial contributions. We descriptively analyze the evolution of the research field. Furthermore, we propose a new unified definition of digital servitization and discuss nine servitization dimensions where digitalization influences servitization—motivations; strategy; service offerings; structure; culture; resources and capabilities; processes; performance; and servitization ecosystems—leading to a new conceptual framework for digital servitization. Finally, we identify several directions for future digital servitization research.
•Servitization and digitalization are two business model innovations that have affected product companies.•This study offers a comprehensive review and synthesis of extant work from 2005 to 2020.•Insights into the effects of digitalization in servitized product companies are analyzed.•Seven research propositions emerge from a new conceptual framework proposed for digital servitization.•Research gaps and avenues for future research on digital servitization emerge from our review.
PurposeWhile academics and practitioners increasingly recognize the impacts of gamification on customer experience (CX), its role in the customer journey remains undeveloped. This article aims to ...identify how gamification can leverage each customer journey stage, integrate the findings into a conceptual model and propose future research opportunities.Design/methodology/approachSince CX and customer journey are interrelated concepts, the authors rely on CX research to identify research themes that provide insights to propose the conceptual model. A systematic review of 154 articles on the interplay between gamification and CX research published from 2013 to 2022 was performed and analyzed by thematic content analysis. The authors interpreted the results according to the service customer journey stages and the taxonomy of digital engagement practices.FindingsThis article identified five main thematic categories that shape the conceptual model (design, customer journey stages, customer, technology and context). Gamification design can support customer value creation at any customer journey stage. While gamification can leverage brand engagement at the pre-service stage by enhancing customer motivation and information search, it can leverage service and brand engagement at the core and post-service stages by enhancing customer participation and brand relationships. Moreover, customer-, technology- and context-related factors influence the gamified service experience in the customer journey.Originality/valueThis article contributes to a conceptual integration between gamification and customer journey. Additionally, it provides opportunities for future research from a customer journey perspective.
Purpose
The purpose of this paper is to develop a deeper understanding of the new service development (NSD) research field. It addresses its scientific production, social and intellectual structures, ...and maturity.
Design/methodology/approach
This study uses a bibliometric-based literature review. Quantitative and qualitative analyses are performed on a sample of 277 NSD articles (published from 1984 to 2014). These articles are organized into four periods to improve the analyses from an evolutionary perspective: Early Writings (1984-1995), Advancing of Literature (1996-2001), Progressive Literature (2002-2008), and Recent Works (2009-2014).
Findings
The scientific production in the NSD field has grown significantly over these four periods, and the entry of new authors has extended the social structure. However, collaboration networks seem disconnected from one another. Nonetheless, the intellectual structure has shown great progress, making NSD an independent area of research and discovery from the new product development domain, with its own foundations and expansions into new topics. Although the NSD research field has not yet reached maturity, it is consistently moving toward it.
Originality/value
This study delivers a multiperspective view of research on NSD using a mixed quantitative and qualitative approach. It provides new insights into the discussion of the field’s maturity and can be used as a roadmap for academics and practitioners who would like to understand the state of existing knowledge and are looking for research opportunities.
Purpose
The purpose of this paper is to identify the critical success factors (CSFs) associated with the Six Sigma (SS) implementation in companies operating in Brazil.
Design/methodology/approach
...The research was tested based on survey questionnaire responses from a sample of 45 Brazilian manufacturing and services companies that have implemented SS programmes. An exploratory factorial analysis (EFA) was conducted to statistically identify conclusions regarding CSFs in SS implementation.
Findings
Based on the survey of empirical data, the investigated individual CSFs were reduced in five main critical factor categories: data availability, prior infrastructure and training, goals and gains, implementation of the solution and resistance to change. They have been shown to be the extremely important factors for SS implementation in Brazilian companies.
Practical implications
This study helps SS managers focus on the most effective factors (best practices) in SS implementation. Consequently, this may guide a company’s resources allocation and efforts to guarantee a successful SS implementation.
Originality/value
Despite a vast body of literature in SS CSFs, this paper demonstrates those factors within a Brazilian context. Moreover, the tested content of this study fills the research gap by providing reliable and useful CSFs of SS implementation, which contributes to increase the external validity of the SS construct. On top of that, although the results reinforce the importance of well-known, traditional CSFs in SS implementation, they also identify contingent factors related to risk perception, which are barely mentioned in previous literature.
Purpose
This study aims to examine the determinants of consumer behavioral intention to use the restaurant, concert and education services online during and after the COVID-19 pandemic.
...Design/methodology/approach
A conceptual model based on the Unified Theory of Acceptance and Use of Technology (UTAUT) was tested via structural equation modeling by using data collected from a sample of 420 Brazilian consumers.
Findings
The results showed that performance expectancy and social influence are the most critical determinants of consumer behavioral intention to use services online during the pandemic. The results also provided evidence that the pandemic has generated significant impacts on future consumer behavior.
Originality/value
This study contributes in a multidisciplinary way to the literature on hospitality, entertainment and education services, by applying the UTAUT theory and testing the model during and after the COVID-19 pandemic context. Moreover, this study provides empirical evidence from Brazil, one of the most affected countries by COVID-19.
Effective collaboration between manufacturers, technology providers, and customers is an issue of critical importance in digital servitization ecosystems. Nevertheless, creating and implementing ...smart solutions is complex and instigates paradoxical tensions among ecosystem actors, often leading to hurdles and possibly failures. Though recent studies have focused on identifying these tensions, a comprehensive understanding of their interrelationships is necessary. This study aims to identify the paradoxical tensions that exist among companies in digital servitization ecosystems as well as unravel their interrelationships. To address these objectives, we apply a multi-method approach. First, a systematic review of the literature reveals 16 paradoxical tensions arising from inter-firm collaboration. Next, based on interviews with academic and industry experts, we assess the relationships among these tensions. In particular, we focus on the perspective of technology providers due to their importance in delivering smart solutions. Finally, we apply Interpretive Structural Modelling (ISM) and fuzzy Matrices d’Impacts Croises Multiplication Appliqué a un Classement (MICMAC) to the experts' responses to define the interrelationships between the identified tensions and cluster them based on their driving and dependence power. We adopt a paradox theory lens to classify the identified tensions into four categories—i.e., learning, belonging, organizing, and performing—and provide a conceptual framework showing their cause-and-effect relationships. We reveal that paradoxical tensions in digital servitization ecosystems do not exist in isolation; rather, they are interconnected. Furthermore, we provide practical recommendations for managers to cope with such tensions as well as suggestions for future research.
•Inter-firm collaboration instigates paradoxical tensions among ecosystem actors.•Paradoxical tensions in digital servitization ecosystems are interconnected.•The study demonstrates the cause-and-effect relationships of paradoxical tensions.•Paradoxical tensions are classified based on their driving and dependence power.
