SERVICES IN THE SECTOR COMPETITIVENESS INTERPRETATION OF REACHING MODERN THEORETICAL APPROACHES AND THEIR CONCEPTUAL COMPARATIVE ANALYSIS
Keywords:
service sector, competitiveness, digital transformation, digital maturity, service innovation, platforms, two-sided markets, customer interface, data, dynamic capabilities.Abstract
This article systematizes modern theoretical approaches to interpreting competitiveness in the service sector and provides a conceptual comparative analysis under digital transformation. It integrates the industry-based view (Porter), the resource-based view (RBV), dynamic capabilities, service-dominant logic, service innovation theories, and platform/two-sided market perspectives. The paper argues that digitization shifts value capture along the service chain toward "payments + data + customer interface," while execution becomes increasingly standardized. Methodologically, the study applies conceptual analysis and theoretical triangulation to propose a feedback-driven model: "inputs → digital maturity → service innovation → outcomes. " The results section includes comparative tables, indicator matrices, and schematic figures to support both academic interpretation and managerial implications. The main conclusion emphasizes safeguarding brand and customer interface, governing data assets, and building balanced partnerships with platforms as key competitiveness strategies for service providers.
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