Research On Hybrid Offerings Configuration And Customer Satisfaction Evaluation Under Service Derivative Context

Recently,the low-cost advantage of Chinese manufacturing enterprises is rapidly declining,and the contradiction between product homogenization and diversification of customer demand is becoming more and more intense,resulting in the continuous compression of the competitive advantage and profit-making space of manufacturing enterprises.The service-oriented manufacturing services are derived into manufacturing enterprises.New profitable space and an effective means to win new competitive advantages.Service Derivatives effectively support the provision of integrated solutions,which are effectively configured with Hybrid offerings characterized by product service inter-embedding.However,due to the information asymmetry between the supply and demand sides and the compatibility between products and services,the difficulty of effective configuration of Hybrid offerings has been increased.Therefore,this study will focus on the research of hybrid product configuration and evaluation in the context of service-derived situations,in order to provide some theoretical guidance for manufacturing enterprises to achieve service transformation and upgrading through service derivative means.Based on the relevant theoretical methods and literature review,this study firstly defines the concept and characteristics of hybrid offerings in the context of service-derived situations,and describes the process of hybrid offerings under the context of service-derived situations.Secondly,combining basic products,derivative components and services in hybrid offerings,this study constructs hybrid offerings configuration decision model with the stable matching theory to seek an integrated solution to utility of supply and demand preferences;and then establishing hybrid offerings customer satisfaction evaluation index system based on this the fuzzy network analysis method which is used to construct the evaluation model of customer satisfaction of hybrid offerings.Finally,take A elevator enterprise as an example to verify the scientificity and effectiveness of the model and method.The main findings are as follows:(1)Hybrid offerings in a service-derived context are manufacturing companies that are based on products and rely on their proprietary knowledge in product design and manufacturing to derive more valuable services to complete the effective match between physical products and derived services by cooperating with stakeholders.The configuration of a hybrid product in a service-derived context is the result of a combination of the underlying product,the derived component,and the derivative service.The basic products are the carrier of service derivative activities,and the derivative services become the main source of value creation.Among them,derivative components and derivative services interact and depend on each other and integrate with basic products to form hybrid offerings,which can realize the value creation between suppliers and consumers.(2)The formation of matching pairs of components and service modules in the service-derived context is to meet the goal of maximizing the utility of supply and demand preferences,and to achieve the fit between structure and function.Among them,the derivative components are the carriers of derivative services,and their structure and function directly affect the value creation of derivative services;the value creation of derivative services forces manufacturers to provide excellent basic products and derivative components.(3)Customer satisfaction evaluation of hybrid offerings is affected by many factors such as product and service(such as product quality,service effect,and cost).In the process of customer satisfaction evaluation of the use effect of hybrid offerings,the manufacturing enterprise should not only consider the economic benefits it can obtain,but also take the customer's feelings and experiences into account.Through the analysis of the elevator case in a specific situation,the material value(product function,product quality)and emotional value(derived service)have the greatest impact on customer satisfaction.(4)The purpose of hybrid product configuration is to solve customer problems.The internal matching of derivative components and services can solve customer heterogeneity problems,but manufacturing companies may not be able to consider customer needs comprehensively,so that the mixed product plan deviates from the expectations of both parties.As a result,manufacturers can look for gaps in the mix of product evaluations and customer needs through analysis of customer evaluation information to provide a basis for continuous improvement of the hybrid product configuration.