ItemArticle

Modelling the Path from Servitization Enablers to Customer Centricity in the Automotive Industry: An fsQCA and ANN Analysis

Title
Modelling the Path from Servitization Enablers to Customer Centricity in the Automotive Industry: An fsQCA and ANN Analysis
Creator
Triveshika, S.S.; Srivastava, Shefali; Dwivedi, Ashish; Shardeo, Vipulesh; Dubey, Suchi
Description
The current study utilizes the major servitization enablers, including value co-creation, service customization, technology integration and network orchestration, as the core factors influencing customer centricity in the Indian automotive service industry. As the industry has shifted to service-oriented value creation, it is necessary to assess those relationships through the lens of the automotive service providers. This study is grounded in the service-dominant logic (SDL), dynamic capabilities (DC) theory and product-service systems (PSS) approach and investigates the data obtained from 179 Indian automotive service providers. Fuzzy-set qualitative comparative analysis (fsQCA) reveals multiple equifinal configurations that lead to high customer centricity, demonstrating that no single enabler is appropriate. These findings are further substantiated by artificial neural network (ANN) analysis, which reveals that value co-creation plays a vital role in service performance and is the most important enabler of customer centricity (normalized importance = 100%). This dual methodological approach strengthens the results. The research presented feasible observations to automotive service providers, emphasizing the significance of value co-creation, enhancement of co-creation and the creation of flexible service systems that enable customer-oriented decision-making. 2026 IMI
Source
Global Business Review;
Date
01-01-2026
Publisher
Sage Publications India Pvt. Ltd
Subject
Artificial neural networks; automotive service providers; customer centricity; fuzzy-set qualitative comparative analysis; servitization
Coverage
Triveshika S.S., Christ University, Karnataka, Bengaluru, India; Srivastava S., Christ University, Karnataka, Bengaluru, India; Dwivedi A., Jindal Global Business School, O. P Jindal Global University, Haryana, Sonipat, India, 3School of Business Administration, American University of Sharjah, University City, Sharjah, United Arab Emirates; Shardeo V., FORE School of Management, Delhi, New Delhi, India; Dubey S., Symbiosis International University, Dubai, United Arab Emirates, Symbiosis International (Deemed) University, Pune, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISSN: 9721509;
Format
online
Language
English
Type
Article

Citation

Triveshika, S.S.; Srivastava, Shefali; Dwivedi, Ashish; Shardeo, Vipulesh; Dubey, Suchi, “Modelling the Path from Servitization Enablers to Customer Centricity in the Automotive Industry: An fsQCA and ANN Analysis,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23131.

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