  Personal services can be found in sectors such as education, retail,
hospitality, and craftsmanship. As of today, personal service firms lack the
know-how and experience on how to implement processes and practices to
effectively build digital business ecosystems. This becomes an obstacle for
these kinds of firms to overcome the challenges of todays digital age. Based on
the guidelines of Design Science Research (DSR), we address this gap by
proposing a maturity model, which offers specific guidance for this sector to
be able to achieve the transition from analog to digital. The design of the
model is grounded in a systematic literature review, semi-structured
interviews, and a validation test involving company representatives from the
field of personal services, business ecosystems, and digitalization. Results
revealed a series of dimensions, capabilities, and maturity stages indicating
an evolutionary path towards digital maturity for personal service firms. Thus,
leading them to achieve a digital business ecosystem.
