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

Sunghyun Nam,Hyunseok Park,Nagarajan Raghavan,Sejun Yoon

doi:10.3390/su13010391

Sunghyun Nam, Hyunseok Park + Show 2 more

Open Access

https://doi.org/10.3390/su13010391

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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.

Highlights

New business development is an essential task for sustainable growth in markets [1,2,3].Even though customer needs are explicit directions for business development, identifying important but unmet needs is basically a difficult task [4,5]
The results show that the proposed method can discover customer needs, which are difficult to be identified by conventional approaches, and evaluate the service opportunity of customer needs in an objective manner
This research aims to develop a quantitative method to identify customer needs in a specific service sector by analyzing online review data based on the Outcome-driven innovation (ODI) framework using

Summary

Introduction

New business development is an essential task for sustainable growth in markets [1,2,3]. Even though customer needs are explicit directions for business development, identifying important but unmet needs is basically a difficult task [4,5]. Even many successful companies often fail to find what their customers really want. There has been much effort on a systematic approach to customer needs identification [6,7]. Outcome-driven innovation (ODI) as a job-to-be-done-based analytic framework to identify customer hidden needs [8] is one representative approach. ODI represents customer needs as what outcomes customers want to achieve from job-to-be-done, i.e., desired outcomes [9]

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