Product-As-A-Product masquerading as Product-As-A-Service

This study explores service orientation in businesses, using a car rental experience to evaluate how Product-as-a-service (PaaS) models often blur the lines between traditional offerings, transitioning from services to products in consumer perception. A longitudinal single-case approach is used to examine a PaaS model, while a journey mapping approach is employed to analyse customer experiences. Principles of service-dominant logic and service quality are introduced to understand value co-creation dynamics. The analysis of the results suggests five key service quality failures, including communication barriers, inefficient change management, coordination issues, problem resolution inadequacies, and unclear policies. Through the lenses of product—and service-dominant logic, the outcomes underline the role of value co-creation and customer involvement in the successful implementation of service-oriented business models. Through examination of barriers to adopting PaaS models, this work emphasises the pivotal role of organisational culture in delivering authentic service excellence amidst digital transformations. Moreover, it offers insights into the complexities of PaaS implementations, highlighting the importance of maintaining a service-oriented culture.