Customer view on servitization: The influence of strategic goals and service mix offering on firm performance

Ruiz-Alba, Jose L.; Soares, Anabela; Rodríguez-Molina, Miguel A.; Gounaris, Spiros

Abstract

Following a mixed methods approach, this research investigates the reasons that lead B2B customers in the pharmaceutical sector to use different types of services and their impact on servitization outcomes and firm performance. Main findings show that base services are selected by B2B customers with the goal to develop profitability, but these base services produce no impact on servitization outcomes or firm performance. Advanced services are used to foster loyalty, profitability and competitive advantage, showing a significant positive effect on servitization outcomes and have an indirect impact on firm performance through servitization outcomes. Business customers should adopt a combination of services where base services are qualifiers needed to compete whilst a service mix combination would enable an optimization of their servitization outcomes and firm performance.

• Journal Article Type: Article
• Acceptance Date: Oct 18, 2024
• Deposit Date: Oct 22, 2024
• Print ISSN: 0953-7287
• Electronic ISSN: 1366-5871
• Publisher: Taylor & Francis
• Peer Reviewed: Peer Reviewed
• DOI: https://doi.org/10.1080/09537287.2024.2427642
• Public URL: https://uwe-repository.worktribe.com/output/13309645