Service confidence in bringing new data-enabled services to market: A multi-actor perspective

Khadijeh Momeni, Eija Vaittinen, Markus Jähi, Miia Martinsuo

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review


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.
Original languageEnglish
Title of host publicationProceedings of the Spring Servitization Conference
Subtitle of host publicationAdvanced Services for Sustainability and Growth
EditorsAli Bigdeli, Tim Baines
PublisherAston University
Number of pages9
ISBN (Electronic)9781854494290
Publication statusPublished - Sept 2020
Publication typeA4 Article in conference proceedings
EventSpring Servitization Conference -
Duration: 1 Jan 1900 → …


ConferenceSpring Servitization Conference
Period1/01/00 → …

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