Service productization : service productization for a night club business

Abstract

In recent years, the nightlife industry, encompassing bars, clubs, and restaurants, has witnessed significant transformations fueled by technological advancements and the global impact of the COVID-19 pandemic. These changes have reshaped consumer behaviors and preferences, compelling the industry to innovate and adapt. This study delves into the current landscape of nightclubs and investigates strategies to enhance their competitiveness through service productization. Recognized for its potential to boost business outcomes and competitiveness, service productization in- volves transforming intangible services into standardized, repeatable deliverables akin to products. The aim is to enhance results while reducing costs, time, and effort. Despite its promise, the theoretical framework surrounding service productization in the nightlife sector remains limited. This study posits a correlation between service productization and the success of nightclubs, proposing an approach that leverages extensive productization to drive performance improvements. Through productization, nightclub customer experiences, operational efficiency, and transparency are ex- pected to elevate. To validate these assertions and gather pertinent data, an in-depth qualitative study focusing on a single case was undertaken. West Coast Billiard was selected as the case company, with interviews conducted with four stakeholders using semi-struc- tured interview techniques.