Enhancing Customer Experience Through IIoT-Driven Coopetition: A Service-Dominant Logic Approach in Networks

Agostinho antunes da Silva () and Antonio J. Marques Cardoso
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Agostinho antunes da Silva: CISE-Electromechatronic Systems Research Centre, University of Beira Interior, 6200-001 Covilhã, Portugal
Antonio J. Marques Cardoso: CISE-Electromechatronic Systems Research Centre, University of Beira Interior, 6200-001 Covilhã, Portugal

Logistics, 2025, vol. 9, issue 2, 1-26

Abstract: Background : In an increasingly digitized supply chain landscape, small and medium-sized enterprises (SMEs) face mounting challenges in regard to delivering differentiated and responsive customer experiences. This study investigates the role of Industrial Internet of Things-enabled coopetition networks (IIoT-CNs) in enhancing the customer experience and value cocreation among SMEs. Grounded in Service-Dominant Logic, this research explores how interfirm collaboration and real-time data integration influence key performance indicators (KPIs), including perceived product quality, delivery timeliness, packaging standards, and product performance. Methods : An experimental design involving SMEs in Portugal’s ornamental stone sector contrasts traditional operations with digitally integrated coopetition practices. Results : While individual KPI improvements were not statistically significant, regression analysis revealed a significant positive relationship between IIoT-CN participation and the overall customer experience. The reduced variance in the performance metrics further suggests increased consistency and reliability across the network. Conclusions : These findings highlight IIoT-CNs as a promising model for SME digital transformation, contingent on trust, interoperability, and collaborative governance. This study contributes empirical evidence and practical insights for advancing customer-centric innovation in SME-dominated supply chains.

Keywords: Industrial Internet of Things (IIoT); coopetition; customer experience; value cocreation; Service-Dominant Logic (search for similar items in EconPapers)
JEL-codes: L8 L80 L81 L86 L87 L9 L90 L91 L92 L93 L98 L99 M1 M10 M11 M16 M19 R4 R40 R41 R49 (search for similar items in EconPapers)
Date: 2025
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