Table I Description of digital service... | Emerald Publishing

Table I

Description of digital service capabilities

Digital service capabilities	Description	References
Customer orientation
	Focusing on understanding and responding to customer needs continuously. It includes understanding how customers value products and services setting customer satisfaction objectives preparedness, reflection, awareness identifying customers’ needs task-oriented sales behaviors to help solve the customer’s problems establishing a strong personal relationship with customers	Eng (2008), Oliveira and Roth (2012), Ruch and Sackmann (2012), Homburg et al. (2011), Setia et al. (2013), Chuang and Lin (2015), Joshi (2016) and Miao and Wang (2016)
Market orientation
	Ability to understand the business environment, the market, the competition, and other factors external to the company. It includes understanding how everyone can contribute to creating customer value paying close attention to after-sales service setting customer satisfaction objectives ability to create and develop new products/services and enhance existing ones absorbing knowledge from partners and applying new knowledge exchanging knowledge across various platforms and combining knowledge from various sources developing cross-functional platforms that facilitate the transfer of information	Eng (2008), Oliveira and Roth (2012), Boso et al. (2013), Urde et al. (2013), Chuang and Lin (2015), Zhu et al. (2015) and Gao (2017)
Service orientation
Strategic level	The service orientation of a firm as reflected in its marketing strategy. It includes implementing strategies to compete successfully	Homburg et al. (2002), Eng (2008), Oliveira and Roth (2012), Tung et al. (2014), Chuang and Lin (2015), Popli and Rizvi (2015) and Zhu et al. (2015)
Organizational level	Organization culture that establishes and delivers excellent service. It includes the norms, beliefs, values and behaviors of an organization that influence employee performance the message that all employees should provide customer service to all customers the key processes designed and managed to deliver service, e-service, and higher productivity managerial support
Individual level	Employee’s service orientation vis-à-vis other members of the staff (service orientation as a personality trait, and as what employees do for customer service). It includes listening to what customers have to say always putting customers’ interests first giving personalized attention to all customers

Digital service capabilities	Description	References
Customer orientation
	Focusing on understanding and responding to customer needs continuously. It includes understanding how customers value products and services setting customer satisfaction objectives preparedness, reflection, awareness identifying customers’ needs task-oriented sales behaviors to help solve the customer’s problems establishing a strong personal relationship with customers	Eng (2008), Oliveira and Roth (2012), Ruch and Sackmann (2012), Homburg et al. (2011), Setia et al. (2013), Chuang and Lin (2015), Joshi (2016) and Miao and Wang (2016)
Market orientation
	Ability to understand the business environment, the market, the competition, and other factors external to the company. It includes understanding how everyone can contribute to creating customer value paying close attention to after-sales service setting customer satisfaction objectives ability to create and develop new products/services and enhance existing ones absorbing knowledge from partners and applying new knowledge exchanging knowledge across various platforms and combining knowledge from various sources developing cross-functional platforms that facilitate the transfer of information	Eng (2008), Oliveira and Roth (2012), Boso et al. (2013), Urde et al. (2013), Chuang and Lin (2015), Zhu et al. (2015) and Gao (2017)
Service orientation
Strategic level	The service orientation of a firm as reflected in its marketing strategy. It includes implementing strategies to compete successfully	Homburg et al. (2002), Eng (2008), Oliveira and Roth (2012), Tung et al. (2014), Chuang and Lin (2015), Popli and Rizvi (2015) and Zhu et al. (2015)
Organizational level	Organization culture that establishes and delivers excellent service. It includes the norms, beliefs, values and behaviors of an organization that influence employee performance the message that all employees should provide customer service to all customers the key processes designed and managed to deliver service, e-service, and higher productivity managerial support
Individual level	Employee’s service orientation vis-à-vis other members of the staff (service orientation as a personality trait, and as what employees do for customer service). It includes listening to what customers have to say always putting customers’ interests first giving personalized attention to all customers