Abstract
Retailers marketing manufacturers’ services have a significant role in service
success and therefore their adoption of the service and commitment to its
sales needs to be ensured. However, this topic has gained only limited
attention in the scientific literature while majority of the adoption literature has
focused on products. This paper discusses retailer adoption of service meant
for end customers by reviewing the antecedents of adoption and effect of
retailer’s background to service adoption. The focus is on a complementary
product-related guarantee service. The data was collected by a survey among
retailers of a consumer durables manufacturer in three countries. The results
revealed that retailers had mainly positive attitudes towards the reviewed
service indicating also service adoption. However, the adoption of the service
did not ensure that the service was marketed for all the potential customers.
Noteworthy is that retailers’ attitudes were positively related with their own
service deployment. Thus, manufacturers utilizing retailers in service
distribution need to invest in retailers’ service adoption but also ensure
trialability and possibilities for fluent marketing of the service.
success and therefore their adoption of the service and commitment to its
sales needs to be ensured. However, this topic has gained only limited
attention in the scientific literature while majority of the adoption literature has
focused on products. This paper discusses retailer adoption of service meant
for end customers by reviewing the antecedents of adoption and effect of
retailer’s background to service adoption. The focus is on a complementary
product-related guarantee service. The data was collected by a survey among
retailers of a consumer durables manufacturer in three countries. The results
revealed that retailers had mainly positive attitudes towards the reviewed
service indicating also service adoption. However, the adoption of the service
did not ensure that the service was marketed for all the potential customers.
Noteworthy is that retailers’ attitudes were positively related with their own
service deployment. Thus, manufacturers utilizing retailers in service
distribution need to invest in retailers’ service adoption but also ensure
trialability and possibilities for fluent marketing of the service.
| Original language | English |
|---|---|
| Title of host publication | The 14th International Research Symposium on Service Excellence in Management |
| Subtitle of host publication | QUIS14 |
| Editors | Xiande Zhao, Jie J. Zhang, Hyun Jeong Han |
| Place of Publication | Shanghai |
| Pages | 762-771 |
| Number of pages | 10 |
| ISBN (Electronic) | 978-0-692-46156-3 |
| Publication status | Published - 2015 |
| Publication type | A4 Article in conference proceedings |
| Event | International Research Symposium on Service Excellence in Management - Duration: 1 Jan 1900 → … |
Conference
| Conference | International Research Symposium on Service Excellence in Management |
|---|---|
| Period | 1/01/00 → … |
Publication forum classification
- Publication forum level 0