Advancement of services: implications for the reconfiguration of service supply chain structures

Abstract

Purpose This study aims to explore how an organisation’s ability to offer advanced services to customers and users depends on – and shapes – the supply chain configuration through a constellation of intra- and inter-organisational actors and ties. Design/methodology/approach The study involved three qualitative case studies of organisations in different types of markets and supply chain positions offering both basic and advanced services: a material-handling equipment manufacturer, a wearable medical technology supplier and a digital care platform developer. Data were organised by scope (i.e. direction and number of ties) and scale (i.e. frequency of interaction and number of contact points) to operationalise the supply chain structure. Findings Mapping of the cases revealed that the actors and structures of the supply chain were altered as products were replaced with services supporting products, and in turn, services supporting customers (SSCs). As service offerings advanced, the number of ties between actors increased, as did the number of contact points and frequency of interactions with customers. Originality/value In response to the rise of SSCs and their implications for service supply chains, this study clarifies how intra- and inter-organisational actors and ties reconfigure when firms advance their service offerings. Moreover, empirical illustrations from three service-intensive organisations with different service offerings and digitalisation levels showcase variations in customer interactions in supply chains.