CUSTOMER VALUE: THE CRITICAL SOURCE FOR COMPETITIVE ADVANTAGE

This paper explores service sector and its potential to take into account different opportunities to gain a competitive advantage. The major objective is to determine the opportunities and limitations in which service sector growth is fuelled by advances in information technology, and innovation. Information technology has a substantial impact on the growth of digital services. Our findings illustrate that the profitability of manufacturers depends on exploiting value-added services. The contribution of this paper is to aid academics and researchers to better understand how services are the crucial force for today's change toward a global economy.