Balancing service productivity by the means of digital technologies

This research builds on the theory of service productivity by Rust and Huang (2012). Specifically, this two-phase research assesses internal and external service productivity and evaluates how the use of digital technologies would impact the optimal productivity levels. This conference paper presents the results of the first research phase where through the course of qualitative investigation a range service producer and service consumer inputs/ outputs as well as technologies used during inputs/outputs transformation processes were identified. The study reveals the need to balance the use of technologies in service provision as they may have negative impact on external productivity outputs.