From Product Delivery to Value Creation: a Case Study on the Reconfiguration of Dominos’ “AI + Service” Ecosystem from the Perspective of Digital Servitization

DOI

10.2991/978-94-6463-874-5_123How to use a DOI?

Keywords

Artificial intelligence; Domino; Digitalization

Abstract

Under the global digitalization wave, the operational models of enterprises are undergoing profound changes. The traditional single-product delivery model has become increasingly ineffective in the highly competitive and diverse market environment where consumers have diverse demands. Transitioning to a digital service-oriented model has become an inevitable choice for enterprises to enhance their core competitiveness. This article takes Domino’s as a typical case and comprehensively employs methods of case reconstruction to deeply explore the digital service transformation path of food delivery enterprises. The research finds that Domino’s strengthens brand interaction through social media platforms, uses artificial intelligence (AI) technology to analyze consumer feedback, and optimizes product and service strategies; meanwhile, it deeply integrates digital technology into the consumption process, simplifying the purchase decision-making process. Moreover, Domino’s improves service efficiency through automation and integrates humanistic design to balance technology and emotional experience. The research ultimately refines the “Connectivity, Customization, Co-creation” 3C model, providing a theoretical framework for the digital service transformation of enterprises, and confirming that digital services and AI technology have great potential in reshaping the relationship between enterprises and consumers and building enterprise ecosystems.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Anxin Shen
PY  - 2025
DA  - 2025/11/03
TI  - From Product Delivery to Value Creation: a Case Study on the Reconfiguration of Dominos’ “AI + Service” Ecosystem from the Perspective of Digital Servitization
BT  - Proceedings of the 2025 International Conference on Financial Innovation and Marketing Management (FIMM 2025)
PB  - Atlantis Press
SP  - 1074
EP  - 1081
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-874-5_123
DO  - 10.2991/978-94-6463-874-5_123
ID  - Shen2025
ER  -