Applying the maturity model concept to the servitization process of consumer durables companies in Brazil

Purpose - The purpose of this paper is to contribute to the understanding of the servitization process of typical manufacturing companies that already provide after-sales services, by identifying the phases and organizational elements that enable the delivery of more services. Design/methodology/approach - A servitization maturity model for consumer durables companies is proposed. Servitization is an evolutionary process based on customer profiling, company profiling, the nature of the service, maturity of the process and process characteristics. The capacity of maintaining organizational relationships among players in the value chain describes the organizational maturity needed to advance towards the next phase. The research has been conducted as an exploratory study, in which four different case studies of consumer durables companies were performed to validate the proposed maturity model and detail each phase and the critical resources needed to become servitized. Findings - Four category levels of organizational relationships were identified: first, company and customers; second, company and production network; third, company and market, in addition to; fourth, the internal relations of the company. Practical implications - The means to evaluate companies that undergo servitization are also presented to provide a better understanding of their placement in the process and guide managers through the next necessary steps of action. Originality/value - The development and application of this model allowed exploring the levels of servitization as an evolutionary process based on the relationships among players in the value chain by gathering, structuring, organizing several critical requirements and highlighting important attributes that must be examined by companies during the servitization process.