The role of product retailers' service adoption in services introduction - A case of services supplementing consumer durables.

Sanna Nenonen, Eija Vaittinen

    Tutkimustuotos: KonferenssiartikkeliScientificvertaisarvioitu

    Abstrakti

    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.
    AlkuperäiskieliEnglanti
    OtsikkoThe 14th International Research Symposium on Service Excellence in Management
    AlaotsikkoQUIS14
    ToimittajatXiande Zhao, Jie J. Zhang, Hyun Jeong Han
    JulkaisupaikkaShanghai
    Sivut762-771
    Sivumäärä10
    ISBN (elektroninen)978-0-692-46156-3
    TilaJulkaistu - 2015
    OKM-julkaisutyyppiA4 Artikkeli konferenssijulkaisussa
    TapahtumaInternational Research Symposium on Service Excellence in Management -
    Kesto: 1 tammik. 1900 → …

    Conference

    ConferenceInternational Research Symposium on Service Excellence in Management
    Ajanjakso1/01/00 → …

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