The current study utilizes the major servitization enablers, including value co-creation, service customization,
technology integration and network orchestration, as the core factors influencing customer
centricity in the Indian automotive service industry. As the industry has shifted to service-oriented
value creation, it is necessary to assess those relationships through the lens of the automotive service
providers. This study is grounded in the service-dominant logic (SDL), dynamic capabilities (DC) theory
and product-service systems (PSS) approach and investigates the data obtained from 179 Indian automotive
service providers. Fuzzy-set qualitative comparative analysis (fsQCA) reveals multiple equifinal
configurations that lead to high customer centricity, demonstrating that no single enabler is appropriate.
These findings are further substantiated by artificial neural network (ANN) analysis, which reveals
that value co-creation plays a vital role in service performance and is the most important enabler of
customer centricity (normalized importance = 100%). This dual methodological approach strengthens
the results. The research presented feasible observations to automotive service providers, emphasizing
the significance of value co-creation, enhancement of co-creation and the creation of flexible service
systems that enable customer-oriented decision-making.