On the construction of a service map: How to match the service features and the customer needs

With the growth of service industry, customers are playing an increasingly important role in new service development (NSD). In response, we propose a method to construct a service map and explore new service opportunities through matching an existing service feature and customer needs. Specifically, the service map matches two respective maps, a service feature map and a customer needs map. We first collect data from various websites. Secondly, documents including service features and customer needs are transformed into the structured keyword vector. Then, the service map is created by reducing the dimension of the keyword vector through principal component analysis (PCA) and matching the service feature map and the customer needs map. Finally, we can explore new service opportunities which are composed of open opportunities and closed opportunities based on the density of adjacent services.