Strategies to improve digital service of newspaper utilizing service design methodology

Abstract

This study aims to establish the best strategy for digital media services for newspapers. For this purpose, we propose substantive service strategies, such as reorganization of various sections of the page to attract different segments of readers, and improvement of digital advertising products. Different methodologies were used in deriving the best strategy for digital media services for newspapers. First of all, literature related to service design and digital services for newspapers was reviewed, and analysis of digital services in the media, field research, and service modeling were conducted utilizing service design methodology. Consequently, the best service strategy for newspapers in the digital services was derived. It was found that for digital media services for newspapers, it is important to increase direct visits of customers, rather than enhancing loyalty of existing customers. This is because indirect visitors expect professional service that cannot be retrieved through websites. In addition, it is suggested that firms need to respond actively to external environment changes to increase revisit intentions for existing visitors because of the limited experiences provided in their current usages.