Degree of Service and Digitization
Michael Haenlein seeks help in measuring the degree to which specific offerings are services and the degree to which they can be digitized
I’m currently working on a research project that relies on a set of experiments. In the context of my pre-test I need to identify product categories that are high/ low on what I would call "degree of digitization" and "degree of service". "Degree of digitization" hereby refers to the question whether the product/ service can be translated into digital format without loss of its core value proposition. For example, music is high on digitization as an mp3 is virtually the same as a CD or tape, but food would be low as a digital picture of an apple is not the same as a real apple. "Degree of service" takes up on Vargo and Lusch (2004) and that every good has more or less service-like characteristics. So an "apple" would probably score low, a haircut hair and a custom-fit suit somewhere in the middle.
In order to measure how certain products/ services score on both dimensions I’m currently looking for scales that measure "degree of digitization" and "degree of service". However, I did not have much success so far.
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ESCP-EAP European School of Management
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