An Approach for Customer-Centered Smart Service Innovation Based on Customer Data Management

Abstract

The purpose of this paper is the development of a customer-centered understanding of smart services by utilizing customer-dominant logic as a theoretical view. It extends current perspectives on smart services and proposes a definition highlighting the relevance of customer centricity and customer data management for service engineering. For this purpose, smart service dimensions will be deduced from current literature. These dimensions represent the foundation for a procedure model that will be developed and tested within a research initiative focusing on the restaurant industry. This procedure model is intended to support the discovery of new ideas based on data as well as the management of data requirements to successfully design smart services. The restaurant sector serves in this context as an innovative application field for smart service prototyping. The paper represents current research in progress, outlines the objective of the research initiative and demonstrates first empirical research results.