Open AccessServitization Trend in Big Data to Personal Styling Service
Author(s) -
Jessica Won,
Boyoung Kim
Publication year - 2020
Publication title -
international journal of recent technology and engineering
Language(s) - English
Resource type - Journals
ISSN - 2277-3878
DOI - 10.35940/ijrte.a2698.059120
Subject(s) - betweenness centrality , service (business) , reputation , centrality , business , fast fashion , product (mathematics) , big data , marketing , social media , quality (philosophy) , advertising , computer science , clothing , world wide web , sociology , social science , philosophy , geometry , mathematics , archaeology , epistemology , combinatorics , history , operating system
Servitization is a customer service with integrated product-service offerings, called product-service systems. This study aims to analyze consumer awareness and user behavior of servitization and focus the personal styling service in fashion industry. We used the social network and text mining techniques to capture social network service communications, which is a great source of useful information close to customers. Frequency analysis, centrality analysis, clustering analysis, and network visualization were conducted to investigate consumer awareness and user behavior using big data in social media. “Shoes” and “clothes” were the most frequently apparent keywords with the notion of “servitization,” and the keywords “home” and “fashion” had the highest degree of centrality in the network. Four clusters were found on the notion of servitization: fundamentals, fashion, home, and job seeking. A significant transition toward servitization is ongoing in various industries, especially the fashion industry, according to the clustering analysis. To gain a better understanding of this transition, a commercially available personal styling service was investigated. Three major companies were selected by sales volume and reputation, and the names of these companies were used as search keywords to acquire related data on social media. The keywords “men’s fashion” and “subscription box” appeared frequently apart from common fashion-related hashtags. In betweenness centrality, “best quality” and “low price” were the most important keywords in the market. This study contributes to the investigation on the trend of servitization and provides insights to service providers on consumer awareness and user behavior toward this trend via social media.