Developing a Tool for Digital Transformations:How to Improve Service Quality in the RelocationIndustry

Abstract: The purpose of this study was to develop a tool that shows relocation companies how they should digitally transform their services. The purpose was satisfied by dividing the research into two studies. Study 1 conducted a qualitative literature review focusing on the fields of blue ocean strategy and service quality to develop an analytical tool that could provide relocation companies with a strategic direction of how to improve service quality through digital transformation. Study 2 tested the tool of study 1 in the empirical setting of a relocation company by collecting quantitative customer opinion data from customer-facing employees covering Europe, Asia and the Americas through structured interviews and an electronic survey. The findings of this research were twofold. Study 1 developed a generalizable tool, which helps companies to form service development strategies through quantitative analysis, called the Service Quality Canvas. Study 2 validated the use of this tool and formed a service development strategy for a relocation company that was focused around replacing human interaction with fast, easy and round the clock exchange of relocation information.