The interplay of standardization & digitization on services

Abstract

This thesis deals with the influence of the degree of standardization as well as the degree of digitization on services. Insights regarding this field of research are becoming more and more important because digitization is affecting almost any conceivable field. Especially, for conceptualizing a service, these aspects seem to be decisive nowadays. Unfortunately, not a lot of findings have been gained in this field of tension. Therefore, this thesis aims at finding measures to provide guidance for the conception of services as well as for the analysis after a service was provided. In order to take on this matter, knowledge regarding services, standardization and digitization needs to be gathered. The chosen approach for depicting the condition of a service are the associated advantages, which are linked to standardization or customization. This basic understanding supports the thesis to go deeper on the conceptualization of services. By conducting a literature review on advantages of standardization and customization, the thesis builds this comprehensive basis for assessing changes among the service depending on factors like digitization. In combination with definitions and assessment approaches for the degree of digitization and standardization the thesis heads out for practical input in order to identify evidence for assumptions made in regard of this field of tension. By conducting semi-structured interviews with several employees and clients of a sap consulting company, valuable input for this endeavor is generated. The creation of two models is the chosen approach for getting insights. The first model offers an overview on different groups of advantages & disadvantages associated to the service in combination with an understanding in the circumstances that lead to this composition. The second one uses this composition and tries to connect it with the aspects of customer satisfaction. Thereby, the focus on the customer satisfaction allows additional insights, which in the end can enable the research to draw conclusions on the aspects that were decisive for reaching customer satisfaction. Overall both models combined can give guidance in terms of the composition of advantages and the factors impacting it as well as on aspects that were decisive for reaching customer satisfaction. As the application of these models on circumstances of the practical input show, this tool can support the overall conception of a service and may show its user aspects that may not have been considered before.