Clustering of services amid a growth in green consumption and digital technology use

Abstract

Clustering of services in the conditions of digital economy development is considered as a way of their integration with the purpose of increasing customer satisfaction, as well as that of strengthening the competitive position of service organizations based on the promotion of green consumption. Services are clustered with the aim of satisfying one main or several interconnected needs of individuals or businesses taking into account the degree with which the consumer influences the process of service delivery. This paper demonstrates how clustering of services can be used to solve sustainability problems. It is shown that digital technologies allow the service provider to customize a service to fit the needs and requirements of a particular consumer within the first type of clustering in the service sector, and they are also included in the service support of the main service within the second type of clustering. Moreover, these technologies have their own value for the consumer within the third type of clustering and provide tools for the fourth type of clustering. In general, digitalization promotes technologization and cooperation in service clusters. The authors suppose that further research can be done into how the types of clustering mentioned manifest themselves in different industries.