Synthesis of a New Service Classification Matrix in the Digital Era for Innovation and Delivery Based on Current Service Taxonomy

Services, today, are disrupted by breakthrough innovations due to advancement of technology. Also, the blurring line between product and service is resulting in bundling of product-service mix offering by the market players. As the gap between goods and services is almost gone and a new era of bundling of goods and services has started, there is a need for development of a services classification scheme that would enable managers of service firms to relate their firms with respect to their marketing and supply chain strategies and actions with goods industries as they share common characteristics in the 21st century marketing. A majority of past literature reviews of service classification systems only review either the classification of services or classification of service delivery processes. Taking cognizance of the changing nature and dynamics of value offerings in marketplace, the model presented herein applies to the classification of services for all goods and service providers. The authors propose a new service classification matrix that provides a classification of services based on customer interface or user service-provider interface and service delivery processes. Strategic implications of the proposed matrix for marketing insights, innovation and delivery are also implicated for better planning and use by various stakeholders in the public and private sector