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Utilizing Machine Data for Enhancing Service-Dominant Logic

Kampkuiper, Thijs (2024) Utilizing Machine Data for Enhancing Service-Dominant Logic.

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Abstract:The business landscape has experienced a change in marketing ideologies, where the conventional goods-dominant logic has been replaced by service-dominant logic (SDL). This thesis addresses the need for proactive customer service in the evolving business landscape for enhancing SDL. The thesis utilizes a case study of a Computer Numerical Control (CNC) machine manufacturer to illustrate how proactive customer service could enhance SDL by minimizing machine downtime. The findings reveal that predictive maintenance facilitates proactive addressing of potential malfunctions. This thesis contributes to the theory by demonstrating how proactive customer service, driven by predictive modeling on customer-generated real-time data, enhances SDL. This emphasizes service as the primary value and leverages operant resources to enhance customer production output, contributing to competitive advantage. Moreover, customers need to provide data in order to act proactively, highlighting their role as co-creators of value. Additionally, proactive service engages in delivering value propositions, builds relationships, and acknowledges the subjective nature of value perception among customers, aligning with several foundational premises of SDL. This thesis contributes to the practice by emphasizing the importance of cloud-based storage capabilities in enhancing SDL.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:https://purl.utwente.nl/essays/98472
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