Identifying Service Opportunities Based on Outcome-Driven Innovation Framework and Deep Learning: A Case Study of Hotel Service

Sunghyun Nam, Sejun Yoon, Nagarajan Raghavan and Hyunseok Park
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Sunghyun Nam: Samsung Research, Seoul 04763, Korea
Sejun Yoon: Department of Information Systems, Hanyang University, Seoul 04763, Korea
Nagarajan Raghavan: Engineering Product Development Pillar, Singapore University of Technology and Design (SUTD), Singapore 487372, Singapore
Hyunseok Park: Department of Information Systems, Hanyang University, Seoul 04763, Korea

Sustainability, 2021, vol. 13, issue 1, 1-25

Abstract: This research proposes a data-driven systematic method to discover service opportunities in a specific service sector. Specifically, the method quantitatively identifies the important but unsatisfied customer needs by analyzing online review data. To represent customer needs in a structured form, the job-to-be-done -based customer outcomes are adopted from the outcome-driven innovation (ODI) framework. Therefore, job-to-be-done information is extracted from the review data and is transformed into customer outcomes. The outcomes having high service opportunities are selected by metrics for quantifying the importance and satisfaction score of the outcomes. This paper conducted an empirical study for hotel service using relevant review data. The results show that the method can identify customer needs in hotel service—e.g., maximizing safety to pay price/deposit, and maximizing possibility to avoid waiting at lobby—and objectively prioritize strategic directions for service innovation. Therefore, the proposed method can be used as an intelligent tool for the effective development of a business strategy.

Keywords: customer needs identification; job-to-be-done; service job map; subject-action-object (SAO); natural language processing (NLP); bidirectional encoder representations from transformers (BERT); attention network (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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