Tutorial D1

Service Innovation in Singapore's Spectacle Industry Team Members (from left to right): Phung Nhat Chuong, Thi Minh Tam Le, Luong Hoang Hoai Thu, Vu Tan Uyen & Evelyn Njam

This project is about “servitization”, which is a concept of adding value to the core and traditional product offerings through services, mainly involves the manufacturers. The global eyewear industry is becoming even more competitive, as people nowadays have better access to the health care service, and they realize the significance of having a good vision. Due to this competitiveness, eyewear manufacturers need to apply the servitization model to gain their own competitive advantage. Singapore has been chosen as a target country for this research, as its myopia rate is at 74%, one of the highest in the world. This has resulted in a fierce competition in the eyewear industry. Our research data was collected from interviews with major spectacle manufacturers and retailers. Online survey with the participation of 100 respondents was conducted to assess the current customer's behaviour and preferences when purchasing their spectacle. The results revealed that there are currently no servitization practices implemented in Singapore's spectacle industry. However, 72% of Singapore residents are interested in purchasing the long-term loyalty program from spectacle manufacturers as demand is increasing. Therefore, our project proposes the membership program with special benefits to increase customer loyalty with the manufacturers.