Visualization of service value shift — service value creation architecture towards DX thinking [Elektronski vir]
Nakamura, Kotaro ; Križaj, Dejan, 1973-
This study examines how changes in service value can be visualized using an innovation architecture that encompasses service value creation. Based on the macro model of service value (co-)creation ...proposed earlier, we have developed a method to think about service value shift using a hierarchical architecture redefined by the impact of digitalization towards DX (digital transformation). The method is applied to cases in high-end accommodation services and smart networked RT (robot) / information services. These case studies not only show how service value is shifting in these businesses, but also explain trends in overall service value as influenced by modern digitalization and smartization. This framework provides a basis for effective strategic planning of service companies by simulating the routine of (co-)creating service value at the service value level through further generalization and abstraction of customer needs towards DX of business and reorganization of the service organization.
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