## Methodology
### Data Collection and Analysis  
In this study, I adopted qualitative analysis methods to conduct case studies, collect interview data, and analyze and explain the characteristics of the cases based on theory. By constructing a research model, the work in this study was divided into four stages: exploration, description, comparison, and verification. Data analysis involved summarizing and qualitative content analysis [35]. The following steps, which were also used in the case studies reported by [PERSON] et al. [36], were applied: (1) establishment of a provisional coding scheme: the initial coding scheme was derived deductively based on theoretical considerations; (2) paraphrasing: the original transcripts of interviews were used and paraphrased; (3) inductive coding of the data gathered: all interviews were coded according to the previously developed coding scheme; and (4) data analysis: after the coding, the data were analyzed by aligning the empirical results with the theoretical considerations.  
The main information for the semi-structured interviews in this research was obtained from founders who were actively involved in the service process of the business. For the interviews, I chose suitable industry elites as the interview subjects based on the literature review and the related information was provided. First, I used e-mail or telephone contact to identify those willing to be interviewed. Before carrying out the interview, the interview outline was provided to the interviewees. If the interviewees had any further questions, assistance answers were provided through e-mail. Originally, I adopted personal face-to-face interviews, and open-ended audio recordings were created during the interview process. However, due to the COVID-19 pandemic restrictions, some of the interviews were conducted online. The main aim was to use the interview questions as an outline; however, open and follow-up questions were permitted without limitation. The process focused on asking questions in key research directions while preserving the space and flexibility for the respondents to answer. The interview time for each interviewer was approximately sixty to ninety minutes.  
Four semi-structured interviews were conducted in total and together with other secondary documents provided by the interviewer. As the result, a good amount of rich data was obtained. After the interviews, the interview recording files were converted into verbatim manuscripts. After the verbatim manuscript was completed, it was sent to the interviewee to review the content and confirm that the content of the verbatim manuscript matched their original intent in the interview before coding the verbatim manuscript. The data were systematized afterward in order to conduct within-case and cross-case analyses [37]. Based on the combined data collected through interviews and the literature review, I first examined the data collected for credibility, reliability, verifiability, and relevance quality criteria. The internal and external validity and reliability of data can analyze through triangulation-literature discussion, in-depth interviews, and practical observation [34]. Second, I organized and classified the data, and established a case database to systematically aggregate the data. The cases were described and analyzed based on theory; the secondary analysis was performed between cross-cases to strengthen the correlation and complementarity of the data. Furthermore, I followed the theoretical framework of this research by applying cross-case analysis for a cross-case comparison. Finally, I elaborated and explained the evidence presented in the collected data, and conducted an empirical analysis to conclude the case study.