Browse > Article
http://dx.doi.org/10.9723/jksiis.2022.27.1.093

A Study on Digital Transformation Competitive Strategy of Accommodation Reservation Service Industry: A Case Study  

Chin, HeeSoo (인하대학교 경영학과)
Lee, DongWon (인하대학교 경영학과)
Publication Information
Journal of Korea Society of Industrial Information Systems / v.27, no.1, 2022 , pp. 93-109 More about this Journal
Abstract
Today, digital transformation in providing service value to companies that combine service and technology is becoming a necessity. In the transition period of digital transformation, various factors such as data, artificial intelligence technology, and partnerships can become competitive factors. In particular, digital transformation, which combines information and services with customers, creates a new business model that changes the entire industry and is presented as core competitiveness that creates customer value. From these aspects, the purpose of this case study is to derive competitive advantages on digital transformation using the case of company S. First, the study analyzes the same type of industry based on the case of app service. Second, this study presents preference factors in the operational process to enhance competitiveness by expanding user participation in accommodation reservation services. In addition, the customer service value model provides through the analysis of the five competitive factors in the operational process. This study elaborates the implications of the customer service value creation model in terms of new opportunities and challenges in digital transformation as a new customer service strategy.
Keywords
Digital Transformation(DT); Competitive Strategy; Accommodation Reservation (RSVN) Service; Case Study;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Cha, K. J., Kang, J. Y., and Yang, S. B. (2020). KBR Special Issue: Digital Transformation and Sustainability Management, Korea Business Review, 24, 1-5.
2 Chung, S. Y., Lee J. H. and Kim, J. H. (2020). Research on Digital Transformation Strategies for the Public Sector, Korea Institute of Public Administration, Basic Research Project, 1-556.
3 Farias, A. and Cancino, C. A. (2021). Digital Transformation in the Chilean Lodging Sector: Opportunities for Sustainable Businesses. Sustainability, 13(14), 8097.   DOI
4 Fitzgerald, M., Kruschwitz, N., Bonnet, D. and Welch, M. (2014). Embracing Digital Technology: A new strategic imperative, MIT sloan management review, 55(2), 1.
5 Hess, T., Benlian, A., Matt, C., and Wiesbock, F. (2016). Options for Formulating a Digital Transformation Strategy, MIS Quarterly Executive, Vol. 15, No. 2, pp. 123-139.
6 Bharadwaj, A., Sawy, O. A. El, Pavlou, P. A., and Venkatraman, N. (2013). Digital Business Strategy : Toward a Next Generation of Insights, MIS Quarterly Executive, Vol. 37, No. 2, pp. 471-482.
7 Lee, S. Y. (2020). Study on Digital Transformation Strategies, Starbucks Case Study, Korea Digital Contents Society, 21,10, 1809-1816.   DOI
8 Lee, D. H. (2019). A Model for Designing Healthcare Service based on the Patient Experience, International Journal of Healthcare Management, 12(3), 180-188   DOI
9 Lee, H. and Lee, S. (2020). Creative Industry Digital Transformation Case Study, Market Reorganization Strategy and Platform, Journal of Digital Convergence, 18(7), 177-188.   DOI
10 Reis, J., Amorim, M., Melao, N., and Matos, P. (2018). Digital Transformation: A Literature Review and Guidelines for Future Research.In Trends and Advances in Information Systems and Technologies, Vol. 747, pp. 411-421.
11 Tabrizi, B., Lam, E., Girard, K. and Irvin, V. (2019). Digital Transformation is not about Technology. Harvard Business Review, 13(March), 1-6.
12 Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance, The Free Press, New York, NY.
13 Lee, D. H. and Lee, D. H., (2021). Effective Communication Method for e-learning under the COVID-19 Pandemic: Focusing on ITO. Journal of the Korea Industrial Information Systems Research, 26(1), 67-82.   DOI
14 Noh, K. S. (2021). A study on Strategic Fitness of Digital Transformation and Competitive Strategy, Journal of the Korea Convergence Society, 12(8), 257-265.   DOI
15 Lee, W. H. (2019). A Study on Digital Transformation as A Business Strategy: Building a Total Digital Business Strategy Framework for Distribution, Journal of Distribution and Management Research, 22(3), 85-99   DOI
16 Park, J. H. and Kim, S. I. (2018). Factors Affecting the Reuse of Accommodation Applications and Suggestions for Improvement for It-focusing on 'Yarolga' and 'Goodchoice', Journal of digital convergence, 16(8), 293-299.   DOI
17 Porter, M. E. (2008). The Five Competitive Forces that Shape Strategy, Harvard Business Review, Vol. 86 No. 1, pp. 78-93.
18 Schmarzo, B. (2017). What is Digital Transformation?, https://www.cio.com/article/230121/what-is-digital-transformation-2.html
19 Van Herreweghe, M. (2015). The 4th Industrial Revolution, Opportunity and Imperative, Evolution for Some, Revolution for Others, IDC Manufacturing Insights White Paper, 1-11.
20 Vial, G. (2019). Understanding Digital Transformation: A Review and a Research Agenda, The Journal of Strategic Information Systems, 28(2), 118-144.   DOI
21 Son, H. S. (2021). A Study on Governance of Intelligent Information Society by Digital Transformation. Korea Public Law Association, 49(3), 199-230.
22 IDC. (2015). Digital Transformation(DX): An Opportunity and an Imperative.
23 Matt, C., Hess, T., and Benlian, A. (2015). Digital Transformation Strategies, Business and Information Systems Engineering, 57(5), 339-343.   DOI
24 Nadeem, A., Abedin, B., Cerpa, N., and Chew, E. (2018). Editorial: Digital Transformation and Digital Business Strategy in Electronic Commerce - The role of organizational capabilities, Journal of Theoretical and Applied Electronic Commerce Research, Vol. 13, No. 2, pp. i-viii.
25 Park, M. S. and Kim, Y. S. (2020). A Study on the Transformation Strategy of Pizza Company based on Technology-Driven Service Strategy. Journal of Korea Service Management Society, 21(4), 95-119.   DOI
26 Siljebo, J. (2020). Digitalization and Digital Transformation in Schools: a Challenge to Educational theory? In Lict ,Vol. 27, Issue 2, p. 24.
27 Kim, G. D. and Kim, Y. J. (2021). Status and Challenges of Digital Transformation in Insurance Industry, Korean Studies Information Service System, KIRI Weekly Focus 514. 1-8.
28 Kim, J. C. and Ko, Y. H. (2020). A Study on the Different Perceptions in the Priority of Success Factors for Digital Transformation between the Korean Companies and its Government, Korean Academic Society Of Business Administration, Korea Business Review, 24(3), 105-124.
29 Joung, H. S., Kim, M. S., and Hong, K. S. (2020). The Effect of VMD of Unmanned Stores and Affordance of Unmanned Systems on Customer Value and Revisit Intention, Journal of the Korea Industrial Information Systems Research, 25(6), 143-158.   DOI
30 Kearney. A. T. (2016). Digital Transformation methodology.
31 Lim, H. J., Choi, B. R. and Song, J. H. (2021). Developing Building Blocks for Leading Successful Digital Transformation: Multiple Case Study Analysis for 10 Korean Public Corporations, Korea Business Review, 25(3), 61-100.   DOI