Abstract
Purpose: The emerging trend of digitalisation in manufacturing firms has created new opportunities in the servitization process through development of new data-enabled services. Despite these services appearing promising both for manufacturing firms and customers, the empirical evidence has shown that firms face different problems in selling these services. The study explores service confidence from multiple actors’ perspectives (service unit, sales unit, external salespeople, and customers).
Design/Methodology/Approach: An embedded single-case study was carried out with a machine manufacturer, including its sales and service personnel, customers and external salespeople. Data were collected via 30 interviews. Through conducting a thematic data analysis, the requirements for building confidence in data-enabled services were divided into four categories: internal, external/customer-related, relational and offering-related.
Findings: This paper reveals the criticality of building confidence to bring data-enabled services to market. The findings reveal different dimensions of confidence and demonstrate that introducing data-enabled services requires the confidence of all actors involved in servitization.
Originality/Value: This paper conceptualises service confidence towards data-enabled services through six dimensions—attitude towards services, confidence in service value, confidence in service reliability, relational confidence, competence, confidence in data security and management.
Design/Methodology/Approach: An embedded single-case study was carried out with a machine manufacturer, including its sales and service personnel, customers and external salespeople. Data were collected via 30 interviews. Through conducting a thematic data analysis, the requirements for building confidence in data-enabled services were divided into four categories: internal, external/customer-related, relational and offering-related.
Findings: This paper reveals the criticality of building confidence to bring data-enabled services to market. The findings reveal different dimensions of confidence and demonstrate that introducing data-enabled services requires the confidence of all actors involved in servitization.
Originality/Value: This paper conceptualises service confidence towards data-enabled services through six dimensions—attitude towards services, confidence in service value, confidence in service reliability, relational confidence, competence, confidence in data security and management.
| Original language | English |
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| Title of host publication | Proceedings of the Spring Servitization Conference |
| Subtitle of host publication | Advanced Services for Sustainability and Growth |
| Place of Publication | Birmingham |
| Pages | 124-132 |
| Publication status | Published - Sept 2020 |
| MoE publication type | A4 Article in a conference publication |
| Event | The Spring Servitization Conference 2020 - Virtual Event Duration: 14 Sept 2020 → 16 Sept 2020 https://www.advancedservicesgroup.co.uk/ssc2020 |
Conference
| Conference | The Spring Servitization Conference 2020 |
|---|---|
| Period | 14/09/20 → 16/09/20 |
| Internet address |
Keywords
- data-enabled services
- servitization
- confidence