Research objective
This publication brings forward the development of a PSS for the printing industry. It discusses workshops conducted in a printing house organised to design a PSS. Activities undertaken within the workshop framework offer a number of hints and suggestions concerning the development of a PSS for the printing sector. The publication presents a new approach to PSS design, which engages the user of a printing machine from the very beginning until the very end. Moreover, the work diagnoses major problems faced by the enterprise, its service needs, i.e., provides data which were used when creating a PSS.
Such approach is intended to fully satisfy the needs and assist in solving problems in a printing house.
Main contribution
The paper takes us through the development of a PSS for the printing industry and explains how it should proceed to consider specific customer needs. The developed solution is tailored to the needs of a concrete printing house operating in Poland, in which workshops had taken place. To most precisely identify problems that generate the biggest costs in the enterprise, Pareto-Lorentz analysis was deployed. Next, as a result of brainstorming that engaged the staff of the enterprise, services of interest to them were identified. This information was used to draft the questionnaire for the survey. In the questionnaire, questions concerning services were divided into three groups (universal services relating to printing machinery, print process services, and ancillary services).
The questionnaire-based study was carried out across the enterprise. Findings from the study helped to find out which services are the most demanded by the Management Board, middle management, and workers from the shop floor. That was the basis for a PSS having machine as its tangible component and three service packages (elementary, intermediate, advance) as an intangible component. Services in the designed PSS were tailored to enterprise needs. A developed PSS is a model made to measure whose creation fully engaged printing machine users.
The paper demonstrates that investigating customer problems and needs is crucial in PSS design. This is how it contributes to fostering the relations between manufacturers of printing machines and printing houses. These studies have proven that based on a thorough analysis conducted from the customer perspective, PSS can be generated and enriched with innovative services. They also present benefits to machine manufacturers (winning loyal customers), printing houses (catering for their needs, leasing/renting instead of purchasing a machine, elimination of investing huge sums of money in the purchase), and the environment (better waste management).
5 Discussion and concluding remarks
This dissertation is motivated by the wish to provide an input into the theory and practice of PSS design in the printing industry. It focuses on printing (industrial printing) and the industrial printing machines used in it, rather than on other related areas of printing, such as office document printing and copying and the photocopiers used in it.
The conducted research clearly showed that printing industry (industrial printing) has been omitted by authors of PSS design methods. Remarkably, there are no PSS models that would be used in the business practice of the printing industry. This suggests extremely limited research conducted in this area to date. That is why the goal of the study was to identify possibilities and limitations to the use of a PSS in the printing industry.
5.1 Answer to research questions
Conclusions from the dissertation are presented as answers to the following research questions:
RQ1. How to apply the users experience in design and implementation of PSS in printing industry? (Paper 1, 2)
When designing a successful PSS one needs to remember about coherence. Enterprises, which use the same printing machines may have diverse needs, problems, and carry out different studies. Using machines and sharing practical knowledge and experience may help in PSS design and become one of crucial design elements.
The user's preferences, impressions, experience and knowledge can be one of the important elements in the design of the PSS. To take full advantage of this, the manufacturer should get to know the current customers better. If a manufacturer has sufficient knowledge of who his customers are, what interest them, their problems and needs, and how they conduct their business, they can use this knowledge to develop the PSS.
Tools that can be used to obtain this information are questionnaires, research workshops and case studies. The survey is irreplaceable in this type of research. It allows to collect a large amount of information, and thus get to know service preferences, needs and problems that occur in printing houses. In the case of introducing a new solution to the market, it shows whether it meets the needs or solves the problems of potential customers.
It also supports the verification of the concept by showing whether it attracts customers' attention.
In addition to obtaining the above-mentioned information, research workshops involve users in developing solutions. During the meetings of the representatives of the manufacturer and the user of the machines, common solutions and a vision of the future are developed. The main aim of the workshop is to gather current opinions and specific
suggestions and to build a consensus on the development of the PSS. Research workshops can be used both in the initial and final stages of work on the development of the PSS.
The results of the workshops are often a significant stimulus in taking specific actions.
Case studies are another possibility. The main purpose of this method is to present the analysed case in the best possible way. Thanks to them, it is possible to analyse internal processes, the specifics of the sector, as well as capture the key features that are important to it. This enables an in-depth analysis of a specific phenomenon, goals, assumptions, motives and actions.
It must be born in mind that when designing a PSS for the printing industry account should be taken of the printing houses which will be directly included in this solution.
Looking at printing houses it becomes obvious that they host not just printing machines but, above all, processes and people linked with them. Experiences and problems faced by printing houses and people working in them connected with the use of machines, printing processes, warehousing, sustainable development, research and development will provide an impulse for generating a wider array of services dedicated to printing machines in a PSS.
The conducted survey shows the service preferences of printing houses and provides information on the needs of these enterprises. The conducted workshops are at the same time the producers and users of machines working out a common solution. Studies carried out for the two case studies show the specificity of printing house operations. They illustrate the role of experience in implementing innovation and solving problems in the warehouse. In both cases only employees of the enterprises are engaged in the exercise which has revealed their knowledge, skills, and weaknesses. These case studies offer layers of knowledge that can be used in generating new PSS solutions enriched with services satisfying real customer needs.
RQ2. What are the peculiarities of using PSS business model in printing industry? (Paper 4, 5)
Attempts to apply a PSS in this industry have led to the conclusion that focus should not be only on services closely linked with a printing machine, but a wider perspective is necessary. Important aspects connected with the use of a PSS include the length of time when the system is used, fees for using the machines, how machines are made available, how spare parts and other materials are supplied, and the system of reverse logistics. One must bear in mind that a printing machine is a critical component of the equipment used in printing houses without which printing cannot take place. Printing process itself is an important feature as it requires proper setting and precision and is the source of problems specific to this industry.
An emerging challenge is the continuous verification of the PSS used (all or selected elements) in the context of the possibility of its improvement and updating. These activities are associated with increasing the efficiency of PSS operation and the degree of customer satisfaction. This action is necessary when the achieved results differ from the
assumed ones. It involves the analysis of many variables, a series of works related to the operation of PSS that generate costs.
Trust will be one of the key assets and, at the same time, a challenge for the PSS for the printing sector. Close cooperation between the producer and the customer based on trust is essential. This is a determinant of the PSS's success and a feature that will allow both the manufacturer and the printing house to achieve their goals. It is mainly related to the sharing of sensitive information, which until now has been left by both the manufacturer and the printing house. This allows to learn about the needs, and at the same time eliminate problems and improve the PSS solutions. Trust gives both parties the opportunity to achieve long-term benefits and greater flexibility. This will allow to jointly build the competitive advantage of the manufacturer's PSS solutions and take up challenges leading to increased efficiency of their operation. Lack of trust may limit the ability of the PSS to operate and lead to paralysis of information exchange and cooperation. This is conditioned by the lack of development of the PSS potential in the printing industry.
Other challenges posed by the PSS include comprehensive supply of materials used in printing production, for each order it carries out. The manufacturer cooperates here with a wide group of suppliers, is responsible for stock management and completion. The PSS emphasizes responsiveness and action.
One of the biggest challenges posed by the PSS will be the implementation of solutions such as remote printing or printing on demand for industrial printing.
The adoption of the PSS strategy in the printing sector will be influenced by specialization in printing technology, high funds for investment in machinery and financial constraints.
An additional impulse will be provided by extensive service packages delivered to the printing house. Fast maintenance and production automation are also becoming very important. The combination of these elements will guarantee continuous operation and will be a response to various requirements and service needs of the printing house. Other factors are the growing demands of printing house customers and the increase in competition. Printing house customers expect faster order fulfillment, modern solutions and high-quality products. The PSS can help meet these requirements and improve the competitive position of the printing house. Additionally, it should be noted that printing houses face a low level of margins for their products with high costs of materials and devices. Currently, the printing sector relies on environmentally friendly machines and materials, innovative production methods that reduce the amount of waste is an additional factor in favor of the PSS. Thanks to the adoption of the PSS, it will be possible to develop more environmentally friendly solutions and reduce material consumption.
The adoption of the PSS is also evidenced by the fact that the manufacturer will be able to rent the same machine several times and benefit from it for longer. In addition, thanks to sharing, it will be possible to contact and cooperate with the client. He will be possible to monitor and analyse the operation of the machine. Thanks to this, the weakest elements
of the machine will be diagnosed, construction changes will be introduced and new generations of less emergency and more efficient machines will be developed.
All this will reduce the costs incurred by the manufacturer and the user of the machines.
RQ3. What are the main limitations of PSS design methods presented in the literature and by the practitioners? (Paper 2, 3)
The review of the PSS design and classification methods, which can be used in different industries, has brought interesting revelations. Sixty PSS design methods were identified.
There is no clear position in the literature as to the dissemination of the method or set of criteria for the PSS design. The analysis of the works included in the literature review did not reveal the methods and criteria widely accepted by business practitioners and scientists. Instead, there are common guidelines for applying a specific method in a particular industry. The literature also indicates the lack of work on a universally accepted method that could be universally applicable.
Their analysis, however, revealed weaknesses and limitations. Little precise description of subsequent stages of the design process may largely restrict their use in business practice. Available the PSS design methods can be used in enterprises of different sizes and in different industries, which shows their flexibility and versatility. Examples, in which the PSS methods are used in practice do not provide detailed analyses of the industry, neither do they inform precisely about customer needs.
In the method analysis, it can be seen that some features, steps and approaches are similar, without any noticeable advantage over the other. The analysed methods have specific features that distinguish them from each other. This includes emphasis on technical aspects, sustainable development, innovation and a business model.
A verbatim analysis of the methods shows that there are still very few articles on the details of using PSS design methods. Lack of detailed and precise information on effectively tested PSS and how they work. This creates uncertainty for manufacturing (and not only manufacturing) companies looking for the best approach to the PSS implementation.
The main conclusion was that the printing sector was not investigated in the context of the PSS and there is no use of the PSS in the printing sector.
RQ4. How to develop new PSS business models for printing industry? (Paper 4, 5) When trying to answer this research question, an observation was made that when developing a PSS for the printing industry consideration must be given to the printing market, printing machine, printing process, needs of the printing house, and environmental requirements. Printing industry is one of the most dynamically developing sectors of the Polish economy. When designing a PSS, one needs to recognise market limitations and conditions which are often crucial for the performance of a printing house.
Machine manufacturers are large multinational corporations while the user market is filled mainly with micro and small enterprises and medium-sized and large operators make up its small fraction. Big employment in this industry does not translate into high labour productivity and generated added value. On the other hand, there are analyses of offerings of machine manufacturers addressed to printing houses.
An important element that should be taken into account are the already operating PSS solutions in similar industry sectors. In the analysed case, such a solution is the Xerox pay-per-copy model. It concerns photocopiers and office printing. In this model, Xerox provides the customer with a copier and they guarantee it full service (replacement of consumables, spare parts) and such Managed Print Services and Intelligent Workplace Services. Xerox also provides additional services including training and a range of solutions to help customers optimize their print infrastructure, document management and communications. The company constantly develops its model, implements innovations and creates services in response to customer needs. Xerox uses know-how in the field of technology and services in its solutions. The use in printing of such elements as the supply of printing materials (paints, varnishes, printing substrate, refining materials) or rental of printing machines in a subscription, we depend on the work units that the device can perform is a completely new solution. Another possibility is services related to know-how and optimization of the printing process. Therefore, it is important to analyze the solutions already available on the market.
A printing machine and features related with it constitute the main physical component in PSS design for the printing industry. It is a critical element of industrial equipment representing high value, complex in its structure, and technologically advanced. During continuous operation, the machine requires constant maintenance, replacement of spare parts and repair. Some components, such as bearings, aniloxies and UV units, wear out faster than the printing units. This entails more frequent replacement of components that wear out faster and shows a dissonance regarding the service life of individual components of the analysed devices. It is important that manufacturers use modularity in the design and construction of printing machines. This is related to the simplification of the structure, standardization of subassemblies, faster production and assembly, and reduction of its costs. This will allow for quick replacement of worn parts or systems, contribute to faster maintenance, repairs and even changeovers, which will increase the degree of its use. In addition, it will allow the use of new solutions in used machines and eliminate their obsolescence. Examples include printing and web guiding systems.
Despite their long service life, they lose their features and may fail after a long period of use. It leads to imprecise prints or freezes the machine. The use of modern solutions in this case will make it possible to increase the reliability and quality of printing.
Modularity will ensure the highest flexibility and the ability to quickly adapt to the changing expectations of the printing market. Additionally, it will facilitate transport and assembly or installation at the customer's site.
The machine is used in printing process which needs to be continuously analysed, controlled, and improved. In addition to services closely related with the machine,
examination of the printing process may provide a lot of answers to customer problems and needs which are transformed into services. To ensure an in-depth identification of customer needs and problems, one must be in touch with them. Apparently, questionnaire-based studies, workshops, and analysis of data from production are helpful in developing PSS solutions. One needs to bear in mind that service-related needs change depending on company’s profits, product range, size, and employment.
Printing techniques also generate different harmful waste having adverse environmental effects. That should be seen in connection with technical capabilities of individual printing houses, their work organisation, the use of raw materials and materials, as well as the output. Waste and contamination reduction is one of the principal criterion considered in PSS design for the printing industry. It allows not only to significantly reduce costs of production but, above all, act rationally and reuse many of these materials.
RQ5. What benefits can PSS bring to machine manufacturers, customers in printing industry as well as the environment? (Paper 4, 5)
Benefits from a PSS are addressed to interested parties (a manufacturer of printing machines and a user - a printing house) and the natural environment. One of the principal benefits to a printing machine manufacturer is improved competitiveness and diversity.
Benefits from a PSS are addressed to interested parties (a manufacturer of printing machines and a user - a printing house) and the natural environment. One of the principal benefits to a printing machine manufacturer is improved competitiveness and diversity.