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Driver Configurations for Successful Service Infusion
Univ Alabama, USA.
Queen Mary University London, UK.
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Karlstad University, Faculty of Economic Sciences, Communication and IT, The Service and Market Oriented Transport Research Group. Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).ORCID iD: 0000-0002-6589-8662
Linköpings universitet.
2017 (English)In: Journal of Service Research, ISSN 1094-6705, E-ISSN 1552-7379, Vol. 20, no 3, p. 275-291Article in journal (Refereed) Published
Abstract [en]

Manufacturers across many industries use service infusion to address the changing customer demands and improve their competitive position. However, understanding the drivers of successful service infusion is a complex process. Using business model and configuration theories, this study conceptualizes and analyzes the interplay of different driver domains for suppliers, customers, and their business relationships. In particular, we analyze how service offering, service pricing, service capabilities, and the service infusion process interact in affecting service infusion success and failure. 137 interviews relating to 25 business relationships are analyzed via configuration analysis, particularly fuzzy set qualitative comparative analysis (fsQCA). Results show that different equifinal configurations exist (i.e., different ways to succeed with service infusion). We also find that more is not always better. For example, service infusion success can be achieved without fully developed service capabilities. In addition, successful configurations are often very similar to those leading to failure. A dyadic analysis demonstrates that customer service capabilities are overall more important than those of suppliers. From these findings, we derive priorities for future research. In particular, our study points toward the need to better understand the interplay between service infusion drivers. Second, we advocate the augmentation of research perspectives in service infusion by taking into account the supplier, customer, and dyadic perspectives. Lastly, the importance of understanding drivers of service infusion failure is highlighted. For managers, our study shows the importance of relational audits as a starting point to deciding on how to infuse services in a business relationship.

Place, publisher, year, edition, pages
Sage Publications, 2017. Vol. 20, no 3, p. 275-291
Keywords [en]
service infusion, configurations, business model, dyadic perspective, service capabilities, servitization, hybrid offering
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-65685DOI: 10.1177/1094670517706160ISI: 000405433000004OAI: oai:DiVA.org:kau-65685DiVA, id: diva2:1175628
Available from: 2018-01-18 Created: 2018-01-18 Last updated: 2018-07-05Bibliographically approved

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Witell, Lars

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